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Marketing Metrics

Marketing Metrics

Author(s):
  • Paul W. Farris
  • Neil T. Bendle
  • Phillip E. Pfeifer
  • David J. Reibstein
  • Author: Paul W. Farris
    • ISBN:9789332578050
    • 10 Digit ISBN:9332578052
    • Price:Rs. 599.00
    • Pages:456
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, Third Edition now contains:

    Important new coverage of intangible assets

    A rigorous and practical discussion of quantifying the value of information

    More detail on measuring brand equity

    A complete separate chapter on web, SEM, mobile, and "digital" metrics

    An up-to-date survey of free metrics available from Google and elsewhere

    Expanded coverage of methodologies for quantifying marketing ROI

    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, channels, and more.

     

    For each metric, the authors present real-world pros, cons, and tradeoffs - and help you understand what the numbers really mean. Last but not least, they show you 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 Third 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 METRICS   
    10: ONLINE, EMAIL, AND MOBILE METRICS   
    11: MARKETING AND FINANCE   
    12: THE MARKETING METRICS X-RAY AND TESTING   
    13: SYSTEM OF METRICS   
    Bibliography   
    Endnotes   
    Index   
     

    Salient Features

    The most comprehensive guide to accurately measuring marketing performance and ROI — now extensively updated to reflect new techniques and even more practical experience

    • Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
    • Now updated with better ways to manage intangible assets, information, and brand equity
    • Now contains a full separate chapter on web, SEM, mobile, and "digital" metrics
    • Shows how to make the most of the newest free metrics from Google and elsewhere
    • Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more"