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.
|
Fra bogen
Resultater 1-5 af 76
... sources, strengths, and weaknesses of a broad array of marketing metrics. They have explained how to harness those data for insight. Most importantly, they have explained how to act on this insight—how to apply it not only in planning ...
... data that may be approximate, incomplete, or unavailable. Under these ... sources and procedures for estimating some of the metrics in this book ... data-based marketing. With time and experience, we trust that you will also develop an ...
... Data Sources, Complications, and Cautions, we probe the limitations of the metrics under consideration and potential pitfalls in their use. Toward that end, we also examine the assumptions underlying these metrics. Finally, we close ...
... Data. Sources,. Complications,. and. Cautions. Market definition is never a trivial exercise: If a firm defines its market too broadly, it may dilute its focus. If it does so too narrowly, it will miss opportunities and allow threats to ...
... data, channel shipments, retail sales, customer surveys, or some other source. On occasion, share figures may represent combinations of data (a firm's actual shipments, for exam- ple, set against survey estimates of competitors' sales) ...
Indhold
1 | |
27 | |
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 |