Dimensions
191 x 238 x 27mm
Authors include: Paul W Farris, Neil T Bendle, Phillip E Pfeifer and David J Reibstein.
Bestselling reference for measuring marketing initiatives, updated for digital and 'new marketing' techniques!
* State-of-the-art tools for maximizing value and accountability from all your marketing investments.
* Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more.
* Added coverage of social media and an entirely new chapter on assessing organizational performance.
It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Edition explains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an 'X-ray' to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder.
