Marketing Metrics: The Manager's Guide to Measuring Marketing PerformanceFT Press, 2021 M07 27 - 476 pages Now 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. |
From inside the book
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... marketing METRICS The Manager's Guide to Measuring Marketing Performance Third Edition Neil T. Bendle▫ Paul W. Farris Phillip E. Pfeifer □ David J. Reibstein About This eBook ePUB is an open, industry-standard format for. Front Cover.
The Manager's Guide to Measuring Marketing Performance Paul W. Farris, Neil Bendle, Phillip Pfeifer, David Reibstein. About. This. eBook. ePUB is an open, industry ... Marketing Metrics Third Edition The Manager's Guide to Measuring ...
The Manager's Guide to Measuring Marketing Performance Paul W. Farris, Neil Bendle, Phillip Pfeifer, David Reibstein. Marketing Metrics Third Edition The Manager's Guide to Measuring Marketing Performance Neil T. Bendle Paul W. Farris ...
... METRICS 11 MARKETING AND FINANCE 12 THE MARKETING METRICS X-RAY AND TESTING 13 SYSTEM OF METRICS Bibliography Endnotes Index Acknowledgments We hope this book will be a step, however.
... marketing metrics. If we have succeeded in making such a step, we owe thanks to a number of people. Jerry Wind ... marketing. We thank Valerie Redd and Kelly Brandow for their help in designing, testing, and administering the survey of ...
Contents
MARGINS AND PROFITS | |
PRODUCT AND PORTFOLIO MANAGEMENT | |
CUSTOMER PROFITABILITY | |
PROMOTION | |
ADVERTISING METRICS | |
ONLINE EMAIL AND MOBILE METRICS | |
MARKETING AND FINANCE | |
THE MARKETING METRICS XRAY AND TESTING | |
SYSTEM OF METRICS | |
Bibliography | |
Endnotes | |