Marketing Metrics: The Definitive Guide to Measuring Marketing PerformancePearson Education, 8. jan. 2010 - 432 sider 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.
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... Development Index 2.3 Category Development Index 2.4–2.6 Decomposition of Market Share 2.4 Market Penetration 2.4 Brand Penetration 2.4 Penetration Share 2.5 Share of Requirements 2.6 Heavy Usage Index 2.7 Hierarchy of Effects 2.7 ...
... Category Development Q8.1#5 2 18% 97 95 87 103 97 83 86 99 92 79 Index Reservation Price Q8.8#2 7 17% 98 99 93 84 96 72 89 100 86 99 GMROII Q8.7#10 6 16% 99 102 84 99 98 96 89 87 94 100 Percent Good Value Q8.8#3 7 16% 99 91 108 77 107 ...
... Development Index 1 Q8.1#4 2 21% 8 Category Development Index 1 Q8.1#5 2 18% 9 Share of Requirements 1 Q8.1#9 2 10% 10 Heavy Usage Index 1 Q8.1#10 2 6% 11 Customer Satisfaction 2 Q8.2#12 2 71% 1 Loyalty 2 Q8.2#8 2 69% 2 Brand Awareness ...
... Development Index (BDI) Category Development Index (CDI) Penetration Share of Requirements. AND. MARKETS. Heavy Usage Index Awareness, Attitudes, and Usage (AAU) Customer Satisfaction Willingness to Recommend Net Promoter Willingness to ...
... Development Index Brand sales in a specified segment, compared with sales of that brand in the market as a whole. Can use either unit or revenue sales. Regional or segment differences in brand purchases and consumption. 2.3 Category ...
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3 MARGINS AND PROFITS | 65 |
4 PRODUCT AND PORTFOLIO MANAGEMENT | 109 |
5 CUSTOMER PROFITABILITY | 153 |
6 SALES FORCE AND CHANNEL MANAGEMENT | 181 |
7 PRICING STRATEGY | 219 |
8 PROMOTION | 263 |
10 MARKETING AND FINANCE | 337 |
11 THE MARKETING METRICS XRAY | 357 |
12 SYSTEM OF METRICS | 369 |
SURVEY OF MANAGERS USE OF METRICS | 385 |
Bibliography | 393 |
Endnotes | 397 |
Index | 405 |
9 ADVERTISING MEDIA AND WEB METRICS | 287 |