Marketing Metrics

Marketing Metrics

4.11 - 1251 ratings - Source

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to todaya€™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 a€œtriangulatea€ to optimal solutions. Youa€™ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitorsa€™ 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: Am Understand the full spectrum of marketing metrics: pros, cons, nuances, and application Am Quantify the profitability of products, customers, channels, and marketing initiatives Am Measure everything from a€œbounce ratesa€ to the growth of your web communities Am 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.Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to todaya€™s most valuable marketing metrics.


Title:Marketing Metrics
Author: Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
Publisher:Pearson Education - 2010-01-08
ISBN-13:

You must register with us as either a Registered User before you can Download this Book. You'll be greeted by a simple sign-up page.

Once you have finished the sign-up process, you will be redirected to your download Book page.

How it works:
  • 1. Register a free 1 month Trial Account.
  • 2. Download as many books as you like (Personal use)
  • 3. Cancel the membership at any time if not satisfied.


Click button below to register and download Ebook
Privacy Policy | Contact | DMCA