Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization

Paperback (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $10.60
Usually ships in 1-2 business days
(Save 57%)
Other sellers (Paperback)
  • All (10) from $10.60   
  • New (5) from $15.82   
  • Used (5) from $10.60   

More About This Textbook

Overview

Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, ""Which numbers?"" Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both ""sides""—the client side and the consultant side—explains how you need to begin by identifying the elements of the right culture. First, every company’s product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization’s circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be –and be seen as being—on the same side and n the same page. Finance can’t be seen as ""the enemy,"" and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
Read More Show Less

Product Details

  • ISBN-13: 9781933199153
  • Publisher: Racom Communications
  • Publication date: 6/9/2008
  • Edition description: New Edition
  • Pages: 157
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.50 (d)

Meet the Author

Laura Patterson is the co-founder and president of VisionEdge Marketing, Inc., a data-driven and metrics-focused marketing firm that specializes in improving marketing performance. Her passion for analytics and measuring value is shown throughout her nearly 30 years of sales and marketing experience at companies such as State Farm, Motorola, DME Systems, Alex Sheshunoff, and Evolutionary Technologies. The author of two other books, including Gone Fishin': A Guide to Finding, Hooking, Keeping, and Growing Profitable Customers and Measure What Matters: Reconnecting Marketing to Business Goals, Laura is also a regular columnist for CEO Refresher and Marketing Profs, and a contributor and Board Member at CustomerThink. She has appeared as a guest lecturer at various universities, including Purdue, Truman State, and the University of Texas at Austin, and at several associations, including the American Marketing Association, the Association of National Advertisers, The Business Marketing Association.
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)