Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
- ISBN-10
- 0137053134
- ISBN-13
- 9780137053131
- Series
- Marketing Metrics
- Category
- Business & Economics
- Pages
- 432
- Language
- English
- Published
- 2010-01-08
- Publisher
- Pearson Education
- Authors
- Paul W. Farris, Neil Bendle, Phillip Pfeifer
Description
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.
Get the book
Other editions
-
- 2010
- 414 pages
- Paperback
- Pearson Education
-
- 2006-04-18
- 384 pages
- Paperback
- Pearson Education
-
- 2023-07-09
- - pages
- Paperback
- Marketing Management
-
- 2022-09-03
- 331 pages
- Ebook
- Kogan Page Publishers
Similar books
-
Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
By Paul W. Farris, Neil Bendle, Phillip PfeiferNow updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics.
-
Marketing Metrics
By Paul Farris, Phillip Pfeifer, Neil T. BendleMarketing 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.
-
Key Marketing Metrics: The 50+ metrics every manager needs to know
By Paul Farris, Neil Bendle, Phillip PfeiferThis edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double ...
-
Marketing Metrics: 50+ Metrics Every Executive Should Master
By Paul FarrisIn 50 Metrics Every Marketer Must Know, four leading researchers and consultants systematically introduce today's most powerful marketing metrics.
-
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
By Mark JefferyBased on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.
-
Social Media Metrics: How to Measure and Optimize Your Marketing Investment
By Jim SterneKyle Flaherty is currently Director of Marketing and Social Media at BreakingPoint Systems and told this story on Jennifer Leggio's Social Business Blog at ZDNet (http://blogs.zdnet.com/feeds/?p=321&page=2). Kyle explained that social ...
-
Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know
By Paul W. Farris1 Introduction 1 2 Share of hearts, minds and markets 9 3 Margins and profits 43 4 Product and portfolio management 89 5 Customer profitability 129 6 Sales force and channel management 155 7 Pricing strategy 195 8 Promotion 239 9 ...
-
Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
By Malcolm McDonald, Stan Maklan, Peter Mouncey... E W, Fornell, C and Agarwal, S (2004) Customer Satisfaction and Shareholder Value, Journal ofMarketing, 68, pp 172–85 Gruca, ... G, Frances, J, Levacic, R and Mitchell,J (1991) Markets, Marketing Value Metrics 266 Notes References.
-
How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success
By L. Flores(McDonald's, MacDonald's, Maccy D's) or when the names themselves are ambiguous (Orange, Carrefour). Itwill then be necessary tolookat the content,first to make sure that it really concerns the brand and second thatthe mention ...
-
Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs, Third Edition
By John DavisThis informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable.