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But Best Buy is different. Sure, a significant amount of the marketing budget is spent on demand generation marketing—this is marketing designed to get customers into the stores. However, Best Buy spends more money on branding, customer relationship management, and infrastructure to support data-driven marketing compared with competitors. Best Buy also keeps score: measuring the results of marketing initiatives in a feedback loop of adaptive learning to optimize its marketing.
The approach of this book is therefore to focus on a framework for marketing measurement, balanced scorecards with the few key metrics that point to value, and approaches for analysis that are relatively straightforward to implement.