Benchmarking in Marketing

ISBN-13: 9786208435653 / Angielski / Miękka / 2025 / 52 str.

Mahek Iram Qureshi; Mahendra Ingole; Aditya Rai

Opis

The book "Benchmarking in Marketing" explores how businesses can measure and improve their marketing performance by comparing strategies, processes, and metrics against industry leaders. It covers various types of benchmarking, including internal, competitive, functional, strategic, process, and digital benchmarking. The book outlines a structured benchmarking process, from identifying key areas and selecting partners to data collection, analysis, and implementation. Key marketing performance metrics such as customer satisfaction, market share, brand awareness, digital marketing performance, and customer acquisition and retention are discussed in detail. By leveraging benchmarking, organizations can enhance efficiency, optimize campaigns, and gain a competitive edge in an evolving market.