量化行銷時代【首部曲】:貝佐斯與亞馬遜經營團隊都在做,15個關鍵行銷計量指標(暢銷典藏版)

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版本 Edition: 平裝書 Paperback
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Sale priceHK$128.11 Regular priceHK$183.00
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Product Info
Chinese Age Adult - Adult
平裝書 Paperback 392 pages 14.8 x 21.0 x 2.3 cm
Approx. weight: 0.8 kg
Publication date: 06 Mar,2024
Barcode: 9786267378632 大牌

More books in Chinese for Age Adult - Adult

Description

作者: 馬克.傑佛瑞  |  譯者: 高英哲


──銷售之神貝佐斯、亞馬遜經營團隊指定必讀──
在巨量資料串連的時代,懂得蒐集數據並知道怎麼分析的人,
才能甩開競爭對手,大幅提升行銷績效!

  ★ 美國市場行銷協會(AMA)評選年度最佳商管巨作
  ★ 實體、電商、B2B、B2C與O2O虛實整合,全通路適用的行銷金律
  ★ 完整解析:科技業、金融業、零售與服務業的行銷量測工具、應用範例
  ★ 免費下載本書量化範本的Excel模型

  本書將為全通路的行銷策略,提供可依循的量化金律,
  引領你走出過去總是無法具體量化效益的行銷困境,
  從「如何蒐集數據」開始,
  告訴你怎麼解讀、運用這些行銷計量指標:

  ▋比說對故事、精準訂價、製造差異……更重要的事
  → 80%的行銷策略會失效,是因為你不懂怎麼蒐集數據、進行量化分析
  無法快速反應:哪件事情做對了?哪件事情做錯了?
  行銷部門總是說「我知道這樣做一定有效」,其實──你真的不知道!
  何不放棄那些無效的,把資源集中在最有效率的地方呢?

  ▋跨越和領先公司之間的行銷差距
  →不能量化成報酬率的行銷活動,再有共鳴都沒有意義!
  行銷究竟是「費用」還是「投資」?
  有數據背書的行銷策略才能提高勝率!
  亞馬遜、Apple、杜邦、保時捷……頂尖企業都在做。

  ▋解救深陷泥沼的經營主管與行銷人員
  →我的預算有一半浪費掉了,問題是,我不知道是哪一半……
  為什麼80%的行銷預算有去無回?
  活動一個接著一個做,卻總是無法釐清它與業績間的因果關係?
  明明是打品牌知名度的廣告,老闆卻要你提出行銷的ROI?

本書特色

  1. 在地表最大的電商王國Amazon內部,流傳著一張「貝佐斯的書單」,從高階主管到那些最有天分的創意、技術人才,無不爭相拜讀,除了文學、傳記、科普、人文社科類,本書名列其中,同時也是唯一一本聚焦在市場行銷的商業經典。

  2. 「量化行銷」的概念看似複雜艱澀,但本書揭示了一個重要的實作原則:從大處思考、從小處著手,不必等到萬事就緒,先利用手邊現有的數據,就能迅速取得初期成果、展現績效以獲取主管支持,然後再進一步拓展規模。

  3. 如何克服量化行銷的5大障礙,包括:不知道從哪裡著手、無法辨別行銷活動與銷售額之間的因果關係、如何蒐集數據資料、缺乏硬體資源與IT技術的解決之道、扭轉拒絕改變的公司文化……

  4. 中小企業與新創公司的行銷部門,也一體適用的量化行銷原則、實戰範例。


作者

馬克.傑佛瑞

  美國行銷大師,是網路時代首批提出以「量化數據」來精準輔佐廣告行銷策略及方法的先驅之一。

  凱洛格管理學院(Kellogg School)技術創新研究中心主任及資深講師。曾在管理、科學和技術期刊上發表多篇文章,並發表24篇原創《凱洛格案例研究》,由哈佛商學院出版社發行。

  在凱洛格任教時,曾領導執行多項計劃,包括策略數據導向行銷,以及IT推升策略價值,並且在微軟和杜邦等許多公司,教授客製化的主管課程。

  現任行銷與技術顧問公司Agile Insights LLC合夥人。

譯者
    
高英哲


  英國約克大學經濟碩士。臺灣大學科學教育發展中心、《BBC知識》特約譯者。
 

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