Marketing Performativity

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Marketing Performativity

Katy Mason,Hans Kjellberg,Johan Hagberg
Marketing Performativity Book PDF

Author : Katy Mason,Hans Kjellberg,Johan Hagberg
Publisher : Routledge
Page : 296 pages
File Size : 49,7 Mb
Release : 2018-10-11
Category : Business & Economics
ISBN : 9781315300214

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Marketing Performativity by Katy Mason,Hans Kjellberg,Johan Hagberg Pdf

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

Marketing Performativity

Katy Mason,Hans Kjellberg,Johan Hagberg
Marketing Performativity Book PDF

Author : Katy Mason,Hans Kjellberg,Johan Hagberg
Publisher : Routledge
Page : 250 pages
File Size : 48,8 Mb
Release : 2018-10-11
Category : Business & Economics
ISBN : 9781315300221

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Marketing Performativity by Katy Mason,Hans Kjellberg,Johan Hagberg Pdf

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

The Marketing Performance Blueprint

Paul Roetzer
The Marketing Performance Blueprint Book PDF

Author : Paul Roetzer
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 41,7 Mb
Release : 2014-07-23
Category : Business & Economics
ISBN : 9781118883587

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The Marketing Performance Blueprint by Paul Roetzer Pdf

Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

Marketing Performance

Thomas Bauer,Tjark Freundt,Jonathan Gordon,Jesko Perrey,Dennis Spillecke
Marketing Performance Book PDF

Author : Thomas Bauer,Tjark Freundt,Jonathan Gordon,Jesko Perrey,Dennis Spillecke
Publisher : John Wiley & Sons
Page : 200 pages
File Size : 55,8 Mb
Release : 2016-05-26
Category : Business & Economics
ISBN : 9781119278290

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Marketing Performance by Thomas Bauer,Tjark Freundt,Jonathan Gordon,Jesko Perrey,Dennis Spillecke Pdf

Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.

Marketing Performativity

Katy Mason,Hans Kjellberg,Johan Hagberg
Marketing Performativity Book PDF

Author : Katy Mason,Hans Kjellberg,Johan Hagberg
Publisher : Key Issues in Marketing Management
Page : 250 pages
File Size : 40,8 Mb
Release : 2018-10-18
Category : Electronic
ISBN : 0367109506

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Marketing Performativity by Katy Mason,Hans Kjellberg,Johan Hagberg Pdf

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this 'gap' by asking 'how is marketing theory performative?' How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing-theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and 'performed' in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

Data-Driven Marketing

Mark Jeffery
Data Driven Marketing Book PDF

Author : Mark Jeffery
Publisher : John Wiley & Sons
Page : 325 pages
File Size : 52,5 Mb
Release : 2010-02-08
Category : Business & Economics
ISBN : 9780470504543

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Data-Driven Marketing by Mark Jeffery Pdf

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

The Marketing Performance Blueprint

Paul Roetzer
The Marketing Performance Blueprint Book PDF

Author : Paul Roetzer
Publisher : John Wiley & Sons
Page : 260 pages
File Size : 55,8 Mb
Release : 2014-08-04
Category : Business & Economics
ISBN : 9781118883433

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The Marketing Performance Blueprint by Paul Roetzer Pdf

Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

Customer-Centric Marketing Strategies: Tools for Building Organizational Performance

Kaufmann, Hans-Ruediger
Customer Centric Marketing Strategies Tools for Building Organizational Performance Book PDF

Author : Kaufmann, Hans-Ruediger
Publisher : IGI Global
Page : 478 pages
File Size : 45,5 Mb
Release : 2012-11-30
Category : Business & Economics
ISBN : 9781466625259

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Customer-Centric Marketing Strategies: Tools for Building Organizational Performance by Kaufmann, Hans-Ruediger Pdf

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization’s financial and marketing performance.

Agile Marketing Performance Management

Sascha Stürze,Markus Hoyer,Claudio Righetti,Matthias Rasztar
Agile Marketing Performance Management Book PDF

Author : Sascha Stürze,Markus Hoyer,Claudio Righetti,Matthias Rasztar
Publisher : Springer Nature
Page : 125 pages
File Size : 52,9 Mb
Release : 2022-10-29
Category : Business & Economics
ISBN : 9783658380533

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Agile Marketing Performance Management by Sascha Stürze,Markus Hoyer,Claudio Righetti,Matthias Rasztar Pdf

This book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges? The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers.

CIM Coursebook 06/07 Managing Marketing Performance

Roger Palmer,Richard Meek,Lynn Parkinson,Helen Meek
CIM Coursebook 06 07 Managing Marketing Performance Book PDF

Author : Roger Palmer,Richard Meek,Lynn Parkinson,Helen Meek
Publisher : Routledge
Page : 414 pages
File Size : 43,6 Mb
Release : 2012-06-14
Category : Business & Economics
ISBN : 9781136421105

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CIM Coursebook 06/07 Managing Marketing Performance by Roger Palmer,Richard Meek,Lynn Parkinson,Helen Meek Pdf

Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook series offers you the complete package for exam success. Fully reviewed by CIM and updated by the examiner, the coursebook offers everything you need to keep you on course

Marketing Metrics

Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : Pearson Education
Page : 431 pages
File Size : 49,8 Mb
Release : 2010-01-08
Category : Business & Economics
ISBN : 9780137053131

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Marketing Metrics by Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: · Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from “bounce rates” to the growth of your web communities · Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

Marketing Metrics

Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Marketing Metrics Book PDF

Author : Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 550 pages
File Size : 42,8 Mb
Release : 2021-07-27
Category : Business & Economics
ISBN : 9780134086125

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Marketing Metrics by Paul W. Farris,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more. For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.

Do Economists Make Markets?

Donald A. MacKenzie,Fabian Muniesa,Lucia Siu
Do Economists Make Markets Book PDF

Author : Donald A. MacKenzie,Fabian Muniesa,Lucia Siu
Publisher : Princeton University Press
Page : 398 pages
File Size : 43,7 Mb
Release : 2007
Category : Business & Economics
ISBN : 0691130167

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Do Economists Make Markets? by Donald A. MacKenzie,Fabian Muniesa,Lucia Siu Pdf

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Performance Marketing with Google Analytics

Sebastian Tonkin,Caleb Whitmore,Justin Cutroni
Performance Marketing with Google Analytics Book PDF

Author : Sebastian Tonkin,Caleb Whitmore,Justin Cutroni
Publisher : John Wiley and Sons
Page : 456 pages
File Size : 41,8 Mb
Release : 2011-01-21
Category : Computers
ISBN : 9781118076705

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Performance Marketing with Google Analytics by Sebastian Tonkin,Caleb Whitmore,Justin Cutroni Pdf

An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more Discusses how to communicate with a webmaster or developer to assist with installation Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more Touches on brand tracking studies, usability research, competitive analysis, and statistical tools Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives. Foreword by Avinash Kaushik Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Performance Excellence in Marketing, Sales and Pricing

Marc Helmold
Performance Excellence in Marketing Sales and Pricing Book PDF

Author : Marc Helmold
Publisher : Springer Nature
Page : 286 pages
File Size : 47,8 Mb
Release : 2022-09-06
Category : Business & Economics
ISBN : 9783031100970

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Performance Excellence in Marketing, Sales and Pricing by Marc Helmold Pdf

The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence. Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.