Marketing Metrics: The Definitive Guide to Measuring Marketing PerformancePearson 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. " " |
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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 |
393 | |
Endnotes | 397 |
405 | |
9 ADVERTISING MEDIA AND WEB METRICS | 287 |
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Almindelige termer og sætninger
acquisition activity advertising analysis attributes average basis brand calculated campaign channel Chapter compared competitors Complications concept consider Construction consumers contribution count coupons customers decisions defined demand determine Development discounts distribution divided dollar effects elasticity equal estimate evaluate example expected Figure firm firm’s fixed costs formula frequency function given goals gross growth important impressions increase incremental Index individual initial inventory investment less linear managers margin market share measure metrics multiple optimal percentage performance period population potential profit projections Promotion purchase quantity question reach refer relationship relative Repeat represents require response retail retention revenue segments Selling Price SKUs sold Sources specific spending survey Table tion Trial understand unit usage variable cost visitors volume weighted