Marketing metrics : the manager's guide to measuring marketing performance / Niel T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

By:

Bendle, Niel T [Author]

Contributor(s):

Material type: Text

TextPublication details: USA : Pearson, c2021.Edition: Fourth EditionDescription: xix, 491 pages ; 24 cmISBN:

9780136717133

Subject(s):

MARKETING -- MATHEMATICAL METHODS

LOC classification:

HF 5415.2 .M37 2018

Contents:

Chapter 1: Introduction.--Chapter 2: Share of Hearts, Minds, and Markets.--Chapter 3: Margins and Profits.--Chapter 4: Product and Portfolio Management.--Chapter 5: Customer Profitability.--Chapter 6: Sales Force Management.--Chapter 7: Channel Management.--Chapter 8: Pricing Strategy.--Chapter 9: Promotion.--Chapter 10: Advertising and Sponsorship Metrics.--Chapter 11: Online, Email, and Mobile Metrics.--Chapter 12: Marketing and Finance.--Chapter 13: The Marketing Metrics X-Ray and Testing.--Chapter 14: System of Metrics.

Summary: Your Definitive, Up-to-Date Guide to Marketing Metrics -- Choosing Them, Implementing Them, Applying Them. This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more ; Apply web, online, social, and mobile metrics more effectively ; Build models to optimize planning and decision-making ; Attribute purchase decisions when multiple channels interact ; Understand the links between search and distribution, and use new online distribution metrics ; Evaluate marketings impact on a publicly traded firms financial objectives. Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task--and capture data that is valid, reliable, and actionable.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Reference	NU BALIWAG	NU BALIWAG	Reference	Reference	REF HF 5415.2 .M37 2018 (Browse shelf(Opens below))	c.1	Available		NUBUL0003420

Includes index.

Your Definitive, Up-to-Date Guide to Marketing Metrics -- Choosing Them, Implementing Them, Applying Them. This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more ; Apply web, online, social, and mobile metrics more effectively ; Build models to optimize planning and decision-making ; Attribute purchase decisions when multiple channels interact ; Understand the links between search and distribution, and use new online distribution metrics ; Evaluate marketings impact on a publicly traded firms financial objectives. Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task--and capture data that is valid, reliable, and actionable.

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