© Copyright Carter McNamara, MBA, PhD, Authenticity Consulting, LLC.

Comprehensive, practical book by Carter McNamara

The guidelines and resources in this topic are not sufficient to develop
strong competencies in management. Those competencies come from extensive experience
in applying that information.

Sections of This Topic Include

What is Management?
— Traditional View of Management
— Common Terms, Levels and Roles in Management
— Is Leading Different Than Managing?

To Truly Understand Management, Know Its Broad Context
— Different Levels and Roles of Management
— Historical Theories
— New Paradigm in Management
— Contemporary Theories

How to Do Traditional Functions in Management
— Planning
— Organizing
— Leading
— Controlling / Coordinating

How to Manage Yourself, Groups and Organizations
— Suggested Core Competencies to Manage in Any Situation
— How to Manage Yourself
— How to Manage a Group
— How to Manage an Organization

How to Manage Nonprofit-Specific Activities


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Understanding Marketing Analytics

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars.

Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Despite these compelling benefits, a majority of organizations fail to ever realize the promises of marketing analytics. According to a survey of senior marketing executives published in the Harvard Business Review, “more than 80% of respondents were dissatisfied with their ability to measure marketing ROI.”

Figure 1: A Survey of Sr. Marketing Executives on their Marketing Analytics Effectiveness

However, with the advent of search engines, paid search marketing, search engine optimization, and powerful new software products from WordStream, marketing analytics is more powerful and easier to implement than

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