Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Format:  Hardcover,

414 pages

Publisher: Pearson P T R

Publish Date: Feb 2010

ISBN-13: 9780137058297

ISBN-10: 0137058292

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Book Information

The following content was provided by the publisher.
"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. "

Specifications

Publisher: Pearson P T R
Publish Date: Feb 2010
ISBN-13: 9780137058297
ISBN-10: 0137058292
Format: Hardcover
Number of Pages: 414
Shipping Weight (in pounds): 1.85
Product in Inches (L x W x H): 7.0 x 9.0 x 1.0

Chapter outline

Acknowledgmentsp. ix
About the Authorsp. xi
Forewordp. xiii
Foreword to Second Editionp. xv
Introductionp. 1
Share of Hearts, Minds, and Marketsp. 27
Margins and Profitsp. 65
Product and Portfolio Managementp. 109
Customer Profitabilityp. 153
Sales Force and Channel Managementp. 181
Pricing Strategyp. 219
Promotionp. 263
Advertising Media and Web Metricsp. 287
Marketing and Financep. 337
The Marketing Metrics X-Rayp. 357
System of Metricsp. 369
Survey of Managers' Use of Metricsp. 385
Bibliographyp. 393
Endnotesp. 397
Indexp. 405

Book description

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.

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