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E-raamat: Marketing Metrics: The Manager's Guide to Measuring Marketing Performance

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  • Formaat: 476 pages
  • Ilmumisaeg: 27-Jul-2021
  • Kirjastus: Pearson FT Press
  • Keel: eng
  • ISBN-13: 9780134086125
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Marketing Metrics: The Manager's Guide to Measuring Marketing PerformanceSuurem pilt
  • Formaat: 476 pages
  • Ilmumisaeg: 27-Jul-2021
  • Kirjastus: Pearson FT Press
  • Keel: eng
  • ISBN-13: 9780134086125
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Todays Definitive Guide to Marketing Metrics

Choosing Them, Implementing Them, Applying Them





New quantitative formulas, applications, and analytical techniques Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more

All-new chapter on leveraging todays rich online, email, and mobile metrics Expert guidance for clarifying what to measure, and testing reliability and validity

Now extensively updated, this award-winning book will help you apply todays most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

 

Youll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffsand help you understand what the numbers really mean. Youll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make.

 

A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even likes. This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data.

 

www.management-by-the-numbers.com

 

Marketing Metrics, Third Edition, is the definitive guide to todays 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.

 

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions. Youll 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.

 

This edition adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate todays many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and double jeopardy. Youll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.

 

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

Arvustused

"In its first two editions, Ive found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. Its a book I keep handy on my shelf and refer to frequently. As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing." Jim Lecinski, Vice President, Americas Customer Solutions, Google



"Marketers know that they must use metrics.  The key--which this book addresses superbly--is which metrics to use and how to use them."  Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation.



Updated version of Strategy + Business 2006 Best Books in Marketing award winner 

Acknowledgments ix
About the Authors xi
Foreword xiii
Foreword to Third Edition xv
1 Introduction
1(16)
2 Share of Hearts, Minds, And Markets
17(50)
3 Margins And Profits
67(44)
4 Product And Portfolio Management
111(46)
5 Customer Profitability
157(28)
6 Sales Force And Channel Management
185(40)
7 Pricing Strategy
225(46)
8 Promotion
271(24)
9 Advertising Metrics
295(30)
10 Online, Email, And Mobile Metrics
325(38)
11 Marketing And Finance
363(20)
12 The Marketing Metrics X-Ray And Testing
383(18)
13 System of Metrics
401(16)
Bibliography 417(4)
Endnotes 421(8)
Index 429
Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. He has nearly a decades experience in marketing management, consulting, business systems improvement, and financial management. He was responsible for measuring the success of marketing campaigns for the British Labour Party.

 

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Professor Farriss research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. He has published many articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing improved techniques for integrating marketing and financial metrics and is coauthor of several books, including The Profit Impact of Marketing Strategy Project: Retrospect and Prospects. Farriss consulting clients have ranged from Apple and IBM to Procter & Gamble and Unilever. He has also served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute.

 

Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. In addition to academic articles and a textbook, Mr. Pfeifer is a prolific case writer, having been recognized in 2004 as the Darden Schools faculty leader in terms of external case sales, and in 2008 with a Wachovia Award for Distinguished Case Writer. His teaching has won student awards and has been recognized in Business Weeks Guide to the Best Business Schools. Recent consulting clients include Circuit City, Procter & Gamble, and CarMax.

 

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division. In 1999-2001, Dave took a leave of absence from academia to serve as the Executive Director of the Marketing Science Institute. He previously taught at Harvard, and was a Visiting Professor at Stanford, INSEAD, and ISB (in India). Dave was the Chairman of the American Marketing Association. He has a radio show, Measured Thoughts with Dave Reibstein, on SiriusXM Radio.

 
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