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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance / Edition 2
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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance / Edition 2

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by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
 

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ISBN-10: 0137058292

ISBN-13: 9780137058297

Pub. Date: 03/02/2010

Publisher: Pearson FT Press

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

Overview

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.

Product Details

ISBN-13:
9780137058297
Publisher:
Pearson FT Press
Publication date:
03/02/2010
Edition description:
Second Edition
Pages:
414
Product dimensions:
7.10(w) x 9.20(h) x 1.40(d)

Table of Contents

Acknowledgments ix

About the Authors xi

Foreword xiii

Foreword to Second Edition xv

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

9 Advertising Media and Web Metrics 287

10 Marketing and Finance 337

11 The Marketing Metrics X-Ray 357

12 System of Metrics 369

Appendix A Survey of Managers' Use of Metrics 385

Bibliography 393

Endnotes 397

Index 405

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Marketing Metrics 3.7 out of 5 based on 0 ratings. 3 reviews.
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