July 2016
Intermediate to advanced
200 pages
4h 25m
English
book
Marketing Performance
by Thomas Bauer, Tjark Freundt, Jonathan Gordon, Jesko Perrey, Dennis Spillecke
Content preview from Marketing Performance
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Index
- AC Nielsen
- activation
- digital marketing
- direct marketing
- evidence-based
- golden rules
- mass media
- activity-based budgeting
- advertising
- agencies
- Apple
- classical
- econometric modelling
- expenditure on
- investment thresholds
- John Lewis
- metrics
- native
- objectives
- Procter & Gamble
- RCQ approach
- see also online advertising
- affective quality
- affiliate marketing
- agencies
- activation
- briefings
- fees
- full cost perspective
- media
- metrics used by
- agility
- Allergan
- allocation
- criteria for
- granular growth
- investment thresholds
- sticking to the rules
- Always
- Amazon
- analytics
- attribution modelling
- choosing an approach
- econometric modelling
- hierarchy of approaches
- online advertising
- RCQ approach
- survey-based approaches
- Andrews, Bob
- Apple
- attention
- attributes, brand
- attribution modelling
- awareness
- banner advertising
- Baumgartner, Felix
- Beats by Dre
- behavioural quality
- benchmarking
- billboards
- BMW
- brand
- attributes
- brand extensions
- budget allocation
- customer perceptions
- customer segmentation
- differentiation of brand portfolios
- Marketing Navigator
- positioning
- purchase funnel
- storytelling
- strength
- values
- branded content
- BrandMatics
- BrandNavigator
- briefings
- budgets
- activity-based budgeting
- allocation
- benchmarking
- IT solutions
- Marketing Navigator
- RCQ approach
- transparency
- business-to-business (B2B) markets
- business units
- capabilities
- catalogues
- Chobani
- cinemas
- co-funding
- Coca-Cola
- cognitive quality
- communication, in-house
- consideration
- consistency
- consumer decision journey ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.