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Bendle – Improving Our Understanding of Moderation and Mediation…

Libro adottato a LUISS, a.a. 2026/2027 · 1 canale

Bendle – Improving Our Understanding of Moderation and Mediation…Vai su Amazon ›

Come lo indica il docente: Bendle, N., Farris, P. W., Pfeifer, P., & Reibstein, D. (2021). Key Marketing Metrics (3rd ed.). Pearson International Content. https://bookshelf.vitalsource.com/books/9781292360881 Students should purchase the case studies from Harvard Business Publishing Education at a link that will be shared at the beginning of the semester ( Aproximate cost: 20£ A list of further readings is suggested to students keen to deepen their knowledge by building an advanced background in metrics and measurement processes: • Aguinis, H., Edwards, J. R., & Bradley, K. J. (2016). “Improving Our Understanding of Moderation and Mediation in Strategic Management Research”, Organizational Research Methods, 1-21. • Baron, R. M., & Kenny, D. A. (1986). “The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, 51(6), 1173-1182. • Brand Valuation. Neil Bendle Blog: https://neilbendle.com/popular-marketing- metrics/brand-valuation-progress-but-lots-more-needed/ • Chandon, P. (2003). Note on measuring brand awareness, brand image, brand equity and brand value . Fontainebleau: Insead. • Churchill, Gilbert A., Jr, "A Paradigm for Developing Better Measures of Marketing Constructs", o Journal of Marketing Research, 16:1 (1979:Feb.) p.64 . • Dolan, R. J. (1998). Note on Low-Tech Marketing Math. • Edwards J.R., Bagozzi R.P., On the Nature and Direction of Relationships Between Constructs and Measures, Pshicological Methods, 2000, vol. 5, n°2

Chi lo adotta

Programma e testi di ogni canale

Marketing Metrics – Prof. Carmen Pisanti, Prof. Andrea Pelaez Martinez Canale unico

Corso di laurea: Marketing · Laurea magistrale (LM-77) · 1º anno · 2º semestre

LUISS · Impresa e Management · 6 CFU · apri nel catalogo

Required book

Bendle – Improving Our Understanding of Moderation and Mediation…questo libroVai su Amazon ›Da studiare: Pp. 1-12; Pp.155-174 • Katsikeas, Constantine S., Neil A. Morgan, Leonidas C. Leonidou, and G. Tomas M. Hult. "Assessing performance outcomes in marketing." Journal of Marketing 80, no. 2 (2016): 1-20. • Mintz, Ofer, Timothy J. Gilbride, Peter Lenk, and Imran S. Currim. "The right metrics for marketing-mix decisions." International Journal of Research in Marketing 38, no. 1 (2021): 32-49. • Netzer, O. Using Social Media Data to Track the Effectiveness of a Communication Campaign, HBSPD • Ofek, E. Customer Lifetime Value versus Customer Lifetime Return on Investment, HBSPD 9-515- 049 • Pirouz, R., Bendle, N., & Taneem, K. (2011). Online metrics: what are you measuring and why. HBSPD • Popky, L.J.. Identify the marketing metrics that actually matter, HBR • Rust, Roland T., William Rand, Ming-Hui Huang, Andrew T. Stephen, Gillian Brooks, and Timur Chabuk. "Real-time brand reputation tracking using social media." Journal of Marketing 85, no. 4 (2021): 21-43 • Stanko, M.A. &Fleming, M. Marketing Metrics: Note for Marketing Managers, HBSPD – W14327Verificato sulla scheda ufficiale il 30/09/2026
Bacheca del docente: cosa indica di studiare

Argomenti del programma: • Relationship between marketing metrics and broader measures for value creation, based on the idea of balance performance measurement (Balanced Scorecard). • Market demand metrics. • Mechanisms, methods, and techniques needed to evaluate and measure marketing performance. • Competition metrics. • Customer and brand equity metrics.

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