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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition

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  • About eBook Formats
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    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discretely watermarking it with your name, making it uniquely yours.

About

Features

Bestselling reference for measuring marketing initiatives, updated for digital and "new marketing" techniques!  

  • State-of-the-art tools for maximizing value and accountability from all your marketing investments
  • Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more
  • Added coverage of social media and an entirely new chapter on assessing organizational performance

Description

  • Copyright 2010
  • Dimensions: 7 X 9-1/8
  • Pages: 432
  • Edition: 2nd
  • Book
  • ISBN-10: 0-13-705829-2
  • ISBN-13: 978-0-13-705829-7

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.

Sample Content

Online Sample Chapter

Introduction to Marketing Metrics

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Acknowledgments     ix

About the Authors     xi

Foreword     xiii

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

Bibliography     393

Endnotes    397

Index     405

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