001450808 000__ 03484cam\a2200493\i\4500
001450808 001__ 1450808
001450808 003__ OCoLC
001450808 005__ 20230310004544.0
001450808 006__ m\\\\\o\\d\\\\\\\\
001450808 007__ cr\un\nnnunnun
001450808 008__ 221031s2022\\\\gw\a\\\\o\\\\\000\0\eng\d
001450808 020__ $$a9783658380533$$q(electronic bk.)
001450808 020__ $$a3658380535$$q(electronic bk.)
001450808 020__ $$z9783658380526$$q(print)
001450808 0247_ $$a10.1007/978-3-658-38053-3$$2doi
001450808 035__ $$aSP(OCoLC)1349347225
001450808 040__ $$aGW5XE$$beng$$erda$$epn$$cGW5XE$$dEBLCP$$dOCLCF$$dN$T$$dUKAHL$$dMUU
001450808 049__ $$aISEA
001450808 050_4 $$aHF5415.13
001450808 08204 $$a658.8$$223/eng/20221031
001450808 1001_ $$aStürze, Sascha,$$eauthor.
001450808 24510 $$aAgile marketing performance management :$$b10 success factors for maximizing marketing ROI dynamically /$$cSascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar.
001450808 264_1 $$aWiesbaden, Germany :$$bSpringer,$$c2022.
001450808 300__ $$a1 online resource (xvii, 115 pages) :$$billustrations (some color).
001450808 336__ $$atext$$btxt$$2rdacontent
001450808 337__ $$acomputer$$bc$$2rdamedia
001450808 338__ $$aonline resource$$bcr$$2rdacarrier
001450808 4901_ $$aManagement for professionals,$$x2192-810X
001450808 5050_ $$a1. Introduction -- 2. 1 Optimised budget allocation in marketing "beyond media" -- 3. Quantitative consideration of the long-term effect of marketing measures -- 4. It's all about striking the right balance: Image vs. performance marketing -- 5. Campaign tracking and successful marketing controlling -- 6. Modelling, Model Architecture, and Model Quality -- 7. Multi-Touch Attribution and Unified Measurement -- 8. Individual Targeting and Privacy -- 9. Agile Marketing, Agile Budgeting -- 10. "The Good, The Bad and The Ugly" : Data requirements and formats for a successful and cost-effective implementation -- 11. In- versus outsourcing and vendor selection -- 12. Marketing in 2022ff - Agility as the "New Normal".
001450808 506__ $$aAccess limited to authorized users.
001450808 520__ $$aThis book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges? The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers.
001450808 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed October 31, 2022).
001450808 650_0 $$aMarketing$$xManagement.
001450808 655_0 $$aElectronic books.
001450808 7001_ $$aHoyer, Markus$$c(Chief operating officer),$$eauthor.
001450808 7001_ $$aRighetti, Claudio,$$d1966-$$eauthor.
001450808 7001_ $$aRasztar, Matthias,$$d1965-$$eauthor.
001450808 830_0 $$aManagement for professionals,$$x2192-810X
001450808 852__ $$bebk
001450808 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-38053-3$$zOnline Access$$91397441.1
001450808 909CO $$ooai:library.usi.edu:1450808$$pGLOBAL_SET
001450808 980__ $$aBIB
001450808 980__ $$aEBOOK
001450808 982__ $$aEbook
001450808 983__ $$aOnline
001450808 994__ $$a92$$bISE