Marketing Metrics: The Manager's Guide to Measuring Marketing PerformanceNow updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:
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, channels, and more.
For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.
Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance. |
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Innhold
SHARE OF HEARTS MINDS AND MARKETS | |
MARGINS AND PROFITS | |
PRODUCT AND PORTFOLIO MANAGEMENT | |
CUSTOMER PROFITABILITY | |
SALES FORCE AND CHANNEL MANAGEMENT | |
PRICING STRATEGY | |
PROMOTION | |
ADVERTISING METRICS | |
ONLINE EMAIL AND MOBILE METRICS | |
MARKETING AND FINANCE | |
THE MARKETING METRICSXRAY AND TESTING 13 SYSTEM OF METRICS | |
Bibliography | |
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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance Paul Farris,Neil Bendle,Phillip E. Pfeifer,David J. Reibstein Ingen forhåndsvisning tilgjengelig - 2015 |
Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know Neil T. Bendle Ingen forhåndsvisning tilgjengelig - 2021 |