Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
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.
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The challenge, however, for all marketers is knowing what to measure and
exactly how to measure it. That's where Marketing Metrics comes in. In its first two
editions, I've found it to be the most comprehensive and authoritative guide to ...
Working on this book we received many requests to provide a short list of the “key
” or “top ten” marketing metrics. The intuition behind this request is that readers (
managers and students) want to be able to focus their attention on the “most ...
The Manager's Guide to Measuring Marketing Performance Paul Farris, Neil
Bendle, Phillip E. Pfeifer, David Reibstein. respect to their reliability and validity
as metrics to inform management decisions. This edition expands our discussion
Customer perceptions, market share, and competitive analysis. Chapter 3—
Margins and Profits: Revenues, cost structures, and profitability. Chapter 4—
Product and Portfolio Management: The metrics behind product strategy,
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