Marketing performance measurement and management (MPM) is a term used by
marketing professionals to describe the analysis and improvement of the
efficiency and effectiveness of marketing.[1]
This is accomplished by focus on the alignment of marketing activities,
strategies, and metrics with business goals.[2]
It involves the creation of a metrics framework to monitor marketing performance, and then develop
and utilize marketing dashboards to manage marketing performance.[3][3][4][5]
Performance management is one of the key
processes applied to business operations such as manufacturing, logistics, and
product development. The goals of performance management are to achieve key
outcomes and objectives to optimize individual, group, or organizational
performance. MPM however, is more specific. It focuses on measuring, managing,
and analyzing marketing performance to maximize effectiveness and optimize the return of investment (ROI) of marketing.[6]
Three elements play a critical role in managing marketing performance—data,
analytics, and metrics.[3]\
Integrated Marketing
Communication (IMC) A
management concept that is designed to make all aspects of marketing
communication (e.g., advertising, sales promotion, public relations, and direct
marketing) work together as a unified force, rather than permitting each to
work in isolation.
- (p. 490) A technique that combines all the promotional
tools into one comprehensive and unified promotional strategy.
- Integrated marketing communications is the process a
company adopts in order to integrate and coordinate its messages and media
to deliver, clear reinforcing communication, p671.
- the planning and execution of all types of advertising
and promotion (that is, any marketing communication) for a brand, service,
or company in order to meet a common set of communication objectives in
support of a single positioning.
- The use of a mix of all appropriate marketing
communication disciplines, media and vehicles in a well coordinated
campaign to achieve a unified objective or set of objectives.
- A formal mechanism for uniting all the promotional
efforts in an organization to make them more consistent and responsive to
that organization's customers and other stakeholders.
E-book y d download semuanya ?
BalasHapusfotonya kurang ekspresi,dukung ihsan jadi model l-men
BalasHapus