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 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.Über den Autor:
Paul W. Farris (Charlottesville, VA) is Landmark Communications Professor of Business at U. of Virginia's Darden Graduate School of Business Administration. He taught at Harvard Business School, and has worked in marketing management for UNILEVER, Germany, and in account management for LINTAS. His research on marketing productivity and budgeting has been published in 60+ articles appearing in journals such as Harvard Business Review, Marketing Science, Decision Sciences, and the Sloan Management Review. Neil T. Bendle (Ontario, Canada) is Assistant Professor of Marketing at the Ivey Business School, Western University. There, he teaches Competition and Competitor Analysis (combining game theory, marketing strategy and decision making) and Measurable Marketing (combining marketing, finance, consumer insights, and the role of metrics in marketing strategy). Bendle holds a Ph.D. from the Carlson School of Management, Univ. of Minnesota; and an MBA from the Darden School of Business. He previously managed the UK Labour Party's finances. Phillip E. Pfeifer (Charlottesville, VA), Richard S. Reynolds Professor of Business Administration at Darden, teaches Marketing and Quantitative Analysis in its MBA and Executive Education programs, and researches interactive marketing, decision modeling, economic selection, yield management, and space-time modeling. He has written or co-written 40+ journal articles, 80+ cases, and several textbooks. David J. Reibstein (Philadelphia, PA area) is William Stewart Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. His research focuses on marketing metrics, competitive marketing strategies, segmentation, product variety, and brand equity. His clients have included GE, Estee Lauder, Novartis, and Harrah's. He has earned 30+ teaching and publishing awards, chaired the American Marketing Association board of directors, and was executive director of the Marketing Science Institute.
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