Marketing effectiveness : Applying marketing science for brand growth
- Author
- Sorin Patilinet
- Publication Year
- 2025
- Publisher
- Kogan Page
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow. Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth. Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers.
Keywords: Marketing / Marketing science / Marketing strategies / Marketing effectiveness / Machine learning / AI / Artificial intelligence - Marketing applications / Brand name products - Marketing / Branding - Marketing / Marketing Recherche / Marketing Research / Stratégie de marque
