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Running head: MARKETING – ARTICLE DECONSTRUCTION 1Marketing – Article Deconstruction Assignment u3a1Capella University
MARKETING – ARTICLE DECONSTRUCTIONMarketing – Article DeconstructionThe purpose of this paper is to deconstruct articles read on the various complexities of understanding marketing metrics. Included in the research will be discussions about the five commonly used marketing metrics which are often misused and misunderstood; resulting in costly decisions made my management and loss of confidence in the marketers. How the traditional rules of marketing are no longer applicable due to digital transformation. As well as the difficulty in classifying marketing behavior, this creates difficulties in assessing market values. Theory– Article DeconstructionThe articles reviewed for deconstruction were “The metrics that markets muddle” (Bendle & Bagga, 2016), “Breakthrough bands 2017” (Gallagher et al., 2017) and “Demonstrating the value of marketing” (Hanssens & Pauwels, 2016). The MEAL Plan will be used in deconstructing the articles. This is where at least three main points from each article will be presented along with supporting evidence. An analysis of the main points will be made as wellas linking to determine how well the authors conveyed their ideas. The Metrics That Marketers Muddle Main points. The authors (Bendle & Bagga, 2016) write about market share, net promoter score, the value of a “like,” customer lifetime value, and ROI; five commonly used marketing metrics, and the diminishing value of marketing due to the manager’s confusion of which metrics should be used and when. The authors suggest that if managers learn how to applymarketing metrics appropriately, marketers can regain their influence. 2
MARKETING – ARTICLE DECONSTRUCTIONEvidence. Surveys were conducted to provide an understanding of how the metrics were being used and how well they were understood. As a result, the surveys were used as a source to develop ideas that would provide clarity to the marketing metrics. (Bendle & Bagga, 2016)Analysis.

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Term
Fall
Professor
NoProfessor
Tags
Marketing, Bank of America Corp

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