Marketing Metrics

Marketing Metrics
ISBN-10
0136717136
ISBN-13
9780136717133
Series
Marketing Metrics
Category
Business & Economics
Pages
512
Language
English
Published
2020-08-12
Publisher
Financial Times/Prentice Hall
Authors
Paul Farris, Phillip Pfeifer, Neil T. Bendle

Description

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 4th Edition has now been updated with new techniques and even more practical insights, and is the definitive guide to today''s most valuable marketing metrics. Four leading marketing researchers help students choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. Students will 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, channels, and more. Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications Shows how to choose the right metrics for every challenge, and translate numbers into actionable management insight Adds extensive new coverage of sponsorship and omnichannel metrics, MASB advances in measurement discipline, global brand evaluation, and more Includes new sections on the interfaces between financial markets, accounting, and marketing metrics - for marketers who are involved in C-suite decisions, or aspire to be Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more This 4th Edition''s extensive updates include: Evaluating the value of sponsorships -- a topic that is critically important but has been fiendishly difficult Accurately measuring the value of omnichannel marketing investments when multiple channels may influence the same purchase Important new metrics including Return on Advertising Spend New sections on interfaces between financial markets, accounting, and marketing metrics for marketers who intend to make or influence C-suite decisions Progress towards creating more discipline in marketing measurement, including work by the Marketing Accountability Standards Board (MASB) ISO global standards for brand evaluation Neil T. Bendle is an Associate Professor of Marketing at the Ivey Business School, Western University, Canada. His research includes measuring marketing performance, understanding the accounting/marketing interface, and the impacts of non-standard decision making in commercial and political markets using evolutionary game theory and behavioral economics. He chairs the Marketing Accountability Standards Board''s advisory board, blogs weekly on decision-making and management at www.neilbendle.com, co-authored the cartoon book Behavioural Economics for Kids, and was once responsible for measuring the success of marketing campaigns for the British Labour Party. Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. Farris has published in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He has served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute; and consulted with clients including Apple, IBM, Procter & Gamble, and Unilever. Phillip E. Pfeifer, Richard S. Reynolds Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, has written or co-written 50 journal articles, more than 80 Darden cases and several textbooks, and has received the Wachovia Award for Distinguished Case Writer. His research focuses on direct marketing and decision modeling. Prior to joining the Darden faculty in 1980, he was a research engineer at the Georgia Institute of Technology. He was also a visiting professor at the Stevens Institute of Technology (2010) and the University of Notre Dame (2012). Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. He has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division. He served for two years as Executive Director of the Marketing Science Institute; taught at Harvard; was a Visiting Professor at Stanford, INSEAD, and ISB (in India); and chaired the American Marketing Association. His radio show, Measured Thoughts with Dave Reibstein, appears on SiriusXM Radio.

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