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Marketing Metrics:

Description: 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: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI 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 each 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.

Price: 38 USD

Location: Urich, MO

End Time: 2024-11-21T17:47:41.000Z

Shipping Cost: 0 USD

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Marketing Metrics:

Item Specifics

Restocking Fee: No

Return shipping will be paid by: Seller

All returns accepted: Returns Accepted

Item must be returned within: 30 Days

Refund will be given as: Money Back

Book Title: Marketing Metrics:

Number of Pages: 464 Pages

Language: English

Publication Name: Marketing Metrics : the Manager's Guide to Measuring Marketing Performance

Publisher: Pearson Education

Item Height: 1.3 in

Publication Year: 2015

Subject: Marketing / General, Software Development & Engineering / General, Statistics, Marketing / Research

Item Weight: 32.7 Oz

Type: Textbook

Subject Area: Computers, Business & Economics

Author: Paul Farris, Neil Bendle, David Reibstein, Phillip Pfeifer

Item Length: 9.4 in

Item Width: 7.3 in

Format: Hardcover

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