Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Forsideomslag
Pearson Education, 2010 - 414 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. " "
 

Indhold

1 INTRODUCTION
1
2 SHARE OF HEARTS MINDS AND MARKETS
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
Copyright

9 ADVERTISING MEDIA AND WEB METRICS
287

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Om forfatteren (2010)

Paul W. Farrisis Landmark Communications Professor and Professor of Marketing at Darden Graduate Business School, University of Virginia.Neil T. Bendle, Ph.D. student in marketing at the Carlson School of Management, has a decade's experience in marketing management and related areas.Phillip E. Pfeifer, Alumni Research Professor of Business Administration at Darden, specializes in interactive marketing.David J. Reibstein, William Stewart Woodside Professor at The Wharton School, researches marketing metrics and their link to business results. He was Executive Director of the Marketing Sciences Institute.

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