Book description
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.
This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:
· Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
· Quantify the profitability of products, customers, channels, and marketing initiatives
· Measure everything from “bounce rates” to the growth of your web communities
· Understand your true return on marketing investment--and enhance it
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
Table of contents
- Title Page
- Copyright Page
- Contents
- Acknowledgments
- About the Authors
- Foreword
- Foreword to Second Edition
- 1. Introduction
- 2. Share of Hearts, Minds, and Markets
- 3. Margins and Profits
- 4. Product and Portfolio Management
- 5. Customer Profitability
- 6. Sales Force and Channel Management
- 7. Pricing Strategy
- 8. Promotion
- 9. Advertising Media and Web Metrics
- 10. Marketing and Finance
- 11. The Marketing Metrics X-RAY
- 12. System of Metrics
- Appendix—Survey of Managers’ Use of Metrics
- Bibliography
- Endnotes
- Index
Product information
- Title: Marketing Metrics
- Author(s):
- Release date: February 2010
- Publisher(s): Pearson
- ISBN: 9780137053094
You might also like
book
Marketing Metrics, 4th Edition
Your Definitive, Up-to-Date Guide to Marketing Metrics--Choosing Them, Implementing Them, Applying Them This award-winning guide will …
book
Marketing Research
* The Research in Action feature links the concepts discussed in the chapter to actual industry …
book
Key Marketing Metrics, 3rd Edition
Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive …
book
Marketing
Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: …