营销效能（百事公司全球ME负责人） Marketing Effectiveness：Applying Marketing Science for Brand Growth

基本信息

Publisher ‏ : ‎ Kogan Page

Publication date ‏ : ‎ August 26, 2025

Edition ‏ : ‎ 1st

Language ‏ : ‎ English

Print length ‏ : ‎ 264 pages

ISBN-10 ‏ : ‎ 1398621056

ISBN-13 ‏ : ‎ 978-1398621053

Item Weight ‏ : ‎ 14.1 ounces

Dimensions ‏ : ‎ 6.14 x 0.71 x 9.21 inches

页面参数仅供参考，具体以实物为准

书籍简介

营销预算如今比以往任何时候都受到更严格的审查。

点击量很容易统计，但真正的营销效果却难以衡量。

《营销效果》是一本实用且以数据为依据的指南，专为那些对增长负有责任并需要证明增长的营销人员而编写。

本书由营销专家索林·帕蒂利内特 (Sorin Patilinet) 撰写，超越了表面的投资回报率 (ROI)，展示了如何将营销科学、高级分析、神经科学和人工智能应用于实际的商业决策。

本书内容包括：

衡量涵盖整个营销组合（而不仅仅是效果媒体）的营销效果

构建将营销活动与商业成果联系起来的决策框架

平衡短期激活与长期品牌增长

运用神经科学和机器学习来提高决策质量

为人工智能在营销衡量和战略中日益重要的作用做好准备

本书收录了士力架、多芬和 M&M's 等全球品牌的真实案例，帮助营销人员从活动转变为推动实际影响。

适合人群：品牌经理、市场总监、顾问、分析主管、以增长为导向的营销人员

不适合人群：寻求学术理论或特定渠道策略的读者

⭐ 50+ 位专业读者给出 5.0 平均评分

这不是一本理论书籍。

这是一套决策框架，旨在帮助营销人员在决策过程中获得认可。

Marketing budgets are under more scrutiny than ever.

Clicks are easy to count. Real impact is not.

Marketing Effectiveness is a practical, evidence-driven guide for marketers who are accountable for growth and expected to prove it.

Written by leading marketing practitioner Sorin Patilinet, this book goes beyond surface-level ROI to show how marketing science, advanced analytics, neuroscience, and AI can be applied to real-world business decisions.

Inside, you'll learn how to:

Measure marketing effectiveness across the full marketing mix, not just performance media

Build decision frameworks that connect marketing activity to commercial outcomes

Balance short-term activation with long-term brand growth

Use neuroscience and machine learning to improve decision quality

Prepare for AI's expanding role in marketing measurement and strategy

Featuring real-world examples from global brands including Snickers, Dove, and M&M's, the book equips marketers to move from reporting activity to driving impact.

Ideal for: brand managers, marketing directors, consultants, analytics leaders, growth-focused marketers

Not for: readers looking for academic theory or channel-specific tactics

⭐ 5.0 average rating from 50+ professional readers

Not a theory book.

A decision framework for marketers who want credibility in the room where decisions are made.

作者简介

《营销实效》这本书正是我在营销生涯初期渴望拥有的。

我撰写此书的目的是为了以清晰的品牌视角，阐释这个常被过度复杂化或误解的话题。本书汲取了学术界、研究界和咨询界的成果，并着重探讨营销人员在压力下须做出的实际决策。

如果您肩负着增长重任，并且需要解释营销的实际成效，那么这本书正是为您量身打造的。

Marketing Effectiveness is the book I wish I had at the start of my marketing career.

I wrote it to bring a clear, brand-side perspective to a topic that is often overcomplicated or misunderstood. This book builds on excellent work from academia, research, and consulting, but grounds it in real decisions marketers have to make under pressure.

If you are responsible for growth and expected to explain what marketing actually delivers, this book is for you.