Marketing Metrics, 2/e
Marketing Metrics, 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.
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.
Table of Content
Acknowledgments
About the Authors
Foreword
Foreword to the Second Edition
- Introduction
- Share of Hearts, Minds, and Markets
- Margins and Profits
- Product and Portfolio Management
- Customer Profitability
- Sales Force and Channel Management
- Pricing Strategy
- Promotion
- Advertising Media and Web Metrics
- Marketing and Finance
- The Marketing Metrics X-Ray
- System of Metrics
Appendix A Survey of Managers’ Use of Metrics
Bibliography
Endnotes
Index
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Salient Features
- State-of-the-art tools for maximizing value and accountability from all your marketing investments
- Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more
- Added coverage of social media and an entirely new chapter on assessing organizational performance
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