Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
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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 assetsA rigorous and practical discussion of quantifying the value of informationMore detail on measuring brand equityA complete separate chapter on web, SEM, mobile, and "digital" metricsPractical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metricsAn up-to-date survey of free metrics available from Google and elsewhereExpanded coverage of methodologies for quantifying marketing ROIThe 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 every 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. "Marketing Metrics, Third Edition" will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $54.99
Copyright year: 2015
Publisher: Prentice Hall
Binding: Cloth Text
Size: 7.50" wide x 9.50" long x 1.00" tall