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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.
About the Authors xi
Foreword to the Second Edition xv
Chapter 1 Introduction 1
Chapter 2 Share of Hearts, Minds, and Markets 27
Chapter 3 Margins and Profits 65
Chapter 4 Product and Portfolio Management 109
Chapter 5 Customer Profitability 153
Chapter 6 Sales Force and Channel Management 181
Chapter 7 Pricing Strategy 219
Chapter 8 Promotion 263
Chapter 9 Advertising Media and Web Metrics 287
Chapter 10 Marketing and Finance 337
Chapter 11 The Marketing Metrics X-Ray 357
Chapter 12 System of Metrics 369
Appendix A Survey of Managers’ Use of Metrics 385