доц. Иван Марчевски
 

Тук ще намерите полезни ресурси (статии, софтуер, линкове и др.), които могат да ви бъдат от полза при овладяване на знания в сферата на маркетинга.

N.B. Всички ресурси са достъпни свободно, но не могат да се използват с комерсиална цел.

 

Marketing metrics

"Advertising Response Metrics", MSI Special Report, 2005.(PDF)

"Customer Lifetime Value and Customer Profitability", 2004. (PDF)

"Advertising Spending and Market Capitalization", MSI Special Report, 2004. (PDF)

"Customer Satisfaction and Customer Profitability", 1999. (PDF)

"Customer Equity Management", 2002. (PDF)

"Counting your Customers", 2003. (PDF)

"Are All of Your Customers Profitable", SAS White Paper, 2005 (PDF)

"Customer Loyalty Measurement", Loyalty Research Center, 2004 (PDF)

"How Profitable Are Your Customers", 2004 (PDF)

"Customer satisfaction measurment", Journal of BIM, Vol 18, N 2, 2003 (PDF)

"Export Marketing Performance", Marketing Intelligence and Planning, 1996. (PDF)

"International Performance Measurement", Marketing Intelligence and Planning, 1996. (PDF)

"Marketers Guide to E-metrics", 2004. (PDF)

"Marketing Analytics Problems", Marketing Management Analytics, 2004. (PDF)

"Maximizing Customer Value", Presentation, MSI Conference, 2004. (PDF)

"Measuring Marketing Effectiveness", 2003. (PDF)

"Performance Management", SAS White Paper, 2003. (PDF)

"WEB Metrics", Vividence Corporation, 2004. (PDF)

"E-Marketing Planning - Accountability and E-metrics", 2000. (PDF)

"Salesforce Metrics", 2002. (PDF)

"Philips Marketing Metrics", Presentation, MSI Conference, 2004. (PDF)

"Customer Portfolio Performance Analisys", 2004. (PDF)

"Search Marketing Metrics", 2003. (WORD)

"Metrics Revolution", CMO Resources, 2004.(PDF)

"Do You Really Understand the 80/20 Rule?", 2005 (PDF)

"Customer Loyalty Measurement", Loyalty Research Center, 2005 (PDF)

"An Interview with Sergio Zyman", 2005 (PDF)

"End of Black Era of Marketing", Campaignist, White Paper, 2004 (PDF)

"Layalty Trends for the 21st Century", The Colloquy Group, 2005 (PDF)

"How Can You Measure Loyalty", 2005 (PDF)

Начало

Развитие на нови продукти (NPD)

"Metrics for NPD Success", presentation, 2004. (PDF)

"NPD Success Measurement", Journal of Product & Brand Management, 1996. (PDF)

"Forecasting for New Products", Journal of Product & Brand Management, 1984. (PDF)

"Measurement of Product Cannibalism", Journal of Product & Brand Management, 1997. (PDF)

"Calculate Risk for NPD", Sloan Management Review, 2002.(PDF)

"New Product Forecasting Techniques", Journal of Product & Brand Management, 2002. (PDF)

"Hidden Costs for NPD", Journal for Product and Innovation Management, 1992. (PDF)

"Organization for NPD Projects", Journal for Product and Innovation Management, 1988 (PDF)

"Pricing Strategies for NPD", Pricing Strategies and Practice, 1997. (PDF)

"Selecting of NPD Projects", Journal for Product and Innovation Management, 1985. (PDF)

"NPD Portfolio Management", 2004. (PDF)

"NPD Global Perspective", Journal of Product & Brand Management, 1996. (PDF)

"NPD Process - Consumer versus Business Products Organizations", Journal of P&BM,1995. (PDF)

Начало

Бранд мениджмънт

"Brand Assessment", 1997 (PDF)

"Customer based Brand Equity Measurement Model", MSI Working Paper, 2001. (PDF)

"Evaluation of Brand Equity measures", 2001. (PDF)

"Global Branding", MSI Working Paper, 2001. (PDF)

"Brand Basics", Presentation, 2004. (PDF)

"Product-Market Measures of Brand Equity", MSI Working Paper, 2002. (PDF)

"The LOGMAN model of Measuring Brand Equity", Journal of P&BM, 2004. (PDF)

"Measuring Brand Equity in Global Marketplace", International Marketing Review, 2001. (PDF)

"Brand Equity and Vertical Brand Extent", Marketing Science, 1998. (PDF)

"Guide to Branding", Zyman Institute of Brand Science, 2005 (PDF)

"Measuring Brands and Their Performance", CIM resources, ppt (PDF)

Начало

Възвръщаемост на инвестициите в маркетинг (Mаркетинг ROI)

"Profit Margin Math", 2004. (PDF)

"Customer Lifetime Value versus MROI", 2002. (PDF)

"Marketing ROI", White Paper, 2002. (PDF)

"New Approach to Marketing", White Paper, 2004. (PDF)

"Retention marketing Profitability" White Paper, 2003 .(PDF)

"Marketing ROI, Information Technologies and CRM", 2003. (PDF)

"Six Ways to Increase Marketing ROI". (WORD)

"Assessing real ROI", Siebel Report, 2003.(PDF)

"Managing Product Profitability", 2004. (WORD)

"Financial Intelligence for Marketing Planning", 2003. (WORD)

"Copernicus Approach to Marketing Profitability", Copernicus Brochure, 2003. (PDF)

"Marketing NPV Brochure" (journal)

"Marketing ROI - Learn it, Love it, Act on it. WebTrend Free Educational Guide, 2004. (PDF)

Начало