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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, CourseSmart eTextbook

By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

Published by Pearson FT Press

Published Date: Feb 3, 2010

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Description

It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Edition explains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder.

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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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, CourseSmart eTextbook
Format: Safari Book

$24.99 | ISBN-13: 978-0-13-216145-9