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Marketing Metrics: 50 Metrics Every…
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Marketing Metrics: 50 Metrics Every Executive Should Master (edició 2006)

de Paul W. Farris (Autor)

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.   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 and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.   This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:   ·         Understand the full spectrum of marketing metrics: pros, cons, nuances, and application ·         Quantify the profitability of products, customers, channels, and marketing initiatives ·         Measure everything from "bounce rates" to the growth of your web communities ·         Understand your true return on marketing investment--and enhance it   This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.… (més)
Membre:mahimm
Títol:Marketing Metrics: 50 Metrics Every Executive Should Master
Autors:Paul W. Farris (Autor)
Informació:Pearson Prentice Hall (2006), Edition: 1, 384 pages
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Marketing Metrics: 50 Metrics Every Executive Should Master de Paul W. Farris

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Millions, perhaps even billions, of dollars are at stake. Yet, one often suspects, executives are basing decisions without a fundamental understanding of the metrics and what they truly measure. Creatives create campaigns to drive sales; yet, do not want to be held accountable for results. Board members lack the foundation to evaluate such large expenditures.

With 50+ Metrics Every Executive Should Master, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein describe the sources, strengths and weaknesses of a vista of marketing metrics. Their explanations guide the reader on how to harness data for insight. Having this insight, the authors, take these insights and explain how to act on them.

The authors establish the core concepts and then build the reader’s sophistication. They cluster their metrics in ways that help the reader to recognize patterns of reinforcement and interdependence. They address the range of marketing issues. Customer perceptions, market share, margins and profits, product and portfolio Management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising and web metrics, marketing and finance and leading indicators are addressed in a thoughtful and thorough fashion.

Topics are covered from a big company perspective. Yet the concepts in the book can also be applied to small companies concerned with spending marketing dollars effectively. ( )
  PointedPundit | Mar 23, 2008 |
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Paul W. Farrisautor primaritotes les edicionscalculat
Bendle, Neil T.autor principaltotes les edicionsconfirmat
Pfeifer, Phillip E.autor principaltotes les edicionsconfirmat
Reibstein, David J.autor principaltotes les edicionsconfirmat
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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.   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 and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.   This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:   ·         Understand the full spectrum of marketing metrics: pros, cons, nuances, and application ·         Quantify the profitability of products, customers, channels, and marketing initiatives ·         Measure everything from "bounce rates" to the growth of your web communities ·         Understand your true return on marketing investment--and enhance it   This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

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