Marketing Metrics

Beyond Clickbaits
1. Auflage 2022
ISBN: 978-93-5479-513-8
Verlag: SAGE Publications

Buch, Englisch, 324 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 414 g

We are in the sales and marketing profession, and we hate number crunching. But we also realize its significance to succeed in this profession. So, we set out to write this book with the aim of making number crunching interesting and simple for sellers and marketers.

If you are a marketing student, professor, freshly minted marketing or sales professional, or a startup founder, and you loathe numbers, this book is meant for you. It will equip you with a set of marketing metrics that you need to know to make important decisions and crack interviews.

You will find only crisp and actionable knowledge in this book and no unnecessary jargons or theories—because just like you we don’t like it either!

Autoren/Hrsg.

Dugar, Anurag

Shreshtha, Mani

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Preface
Happy Clients Are Repeat Clients: Measuring Customer Satisfaction
Calculating Cu$tomer’s Worth
Who Is Leaving and Who Is Staying?
Are We in the Mind or the Heart of Customer?
Deciphering Break-even Point
Which Market Has More Potential?
Perfect Your Sales Onboarding
Eyes on the Future: Predicting Sales Forecast
Set Goals to Meet Goals
Sales Territory Planning
Who Is Doing Better?
Managing the Product Portfolio
What Value Does a Customer See in Your Product?
How to Forecast Demand for a New Product?
Deciding Price Tags
Hand in Glove: Elasticity and Pricing
Pricing Waterfall
Looking into Channel Partner’s ROI
Successful Channel Partner Selection
Measuring Intermediaries’ Performance
How to Manage Inventory for a Retail Store?
Location Matters: Where to Open a Store?
Advertising Agency’s Pricing
Planning Media for Best Results
Hello! Digital Media
When Click Happens!
Measure the Value of Clicks
Converting Traffic into Sales
Interpreting Web Session
Quantifying Brand’s Worth

Über Autor(innen)

Dugar, Anurag
With over 25 years of distinguished experience in academia, corporate training, and marketing practice, Dr. Anurag is a recognized for his contributions in the fields of Brand Management, Services Marketing, and Consumer Behavior. His extensive expertise spans teaching, research, and advisory roles. Dr. Anurag holds a doctorate in Business Administration, and is academically accomplished with an MBA (Marketing), PGDBM (Marketing), and a Master of Commerce (Business Administration), reflecting his deep commitment to scholarly excellence. Currently, he is associated with Altero Advisory and Lakecity Business School, where he continues to shape the future of marketing education and strategy. Over the course of his career, Dr. Anurag has contributed to some of India's most prestigious institutions, including teaching engagements at 11 IIMs, 2 IITs, Masters' Union, Scaler School of Business, and numerous other top-tier institutions. Dr. Anurag’s work embodies a blend of academic rigor and practical relevance, establishing him as a mentor to aspiring marketers and a trusted advisor to organizations seeking innovative marketing solutions.

Shreshtha, Mani
Mani Shreshtha is a marketing graduate from Kurukshetra University, Haryana, and a doctorate in business management from Haryana School of Business, Hisar. His more than 20 years of rich experience includes teaching, research and consulting with a tinge of marketing and sales. Currently, he is associated with Haryana School of Business, Hisar. His interest areas include services marketing, consumer behaviour and integrated marketing communication.
He has been academically associated with the names like NIFTEM, Jagran Institute of Communication & Management,Bhopal, and Amity Business School, Gurugram. Apart from writing several research papers and case studies in the field of marketing and strategic management, he has actively contributed under various capacities to the UGC SWAYAM and e-PG Pathshala (an MHRD project under NME-ICT, Government of India) initiatives. He is an ardent speaker and loves to provide training in the field of marketing.