Mastering Market Analytics

Regular price €47.99
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B01=Robert Kozielski
Business analytics
Business performance measurement/evaluation
Category1=Non-Fiction
Category=KJC
Category=KJSM
COP=United Kingdom
Customer metrics
Delivery_Delivery within 10-20 working days
eq_business-finance-law
eq_isMigrated=2
eq_non-fiction
Language_English
Market metrics
Marketing metrics
PA=Available
Price_€20 to €50
PS=Active
Sales metrics
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Product details

  • ISBN 9781838679309
  • Weight: 632g
  • Dimensions: 152 x 229mm
  • Publication Date: 04 Nov 2019
  • Publisher: Emerald Publishing Limited
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
Delivery/Collection within 10-20 working days

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In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. 
The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? 
With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski’s work is of interest to marketing scholars and MBA students.