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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:
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.
Acknowledgments ix
About the Authors xi
Foreword xiii
Foreword to Third Edition xv
1: INTRODUCTION 1
2: SHARE OF HEARTS, MINDS, AND MARKETS 17
3: MARGINS AND PROFITS 67
4: PRODUCT AND PORTFOLIO MANAGEMENT 111
5: CUSTOMER PROFITABILITY 157
6: SALES FORCE AND CHANNEL MANAGEMENT 185
7: PRICING STRATEGY 225
8: PROMOTION 271
9: ADVERTISING METRICS 295
10: ONLINE, EMAIL, AND MOBILE METRICS 325
11: MARKETING AND FINANCE 363
12: THE MARKETING METRICS X-RAY AND TESTING 383
13: SYSTEM OF METRICS 401
Bibliography 417
Endnotes 421
Index 429