Hardcover: 432 pages Publisher: Wharton School Publishing;2 edition (February 26, 2010) Language: English ISBN-10: 0137058292 ISBN-13: 978-0137058297
From the Back Cover
The Definitive Guide to the New State-of-the-Art in Marketing Metrics
Marketing Metrics, 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.
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.
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.
Choose the right metric for every marketing challenge Understand the full spectrum of marketing metrics:pros, cons, nuances, and application
Gain a deep and thorough understanding of marketing profitability Quantify the profitability of products, customers,channels, and marketing initiatives
Assess web and social media effectiveness,accurately, and in detail Measure everything from “bounce rates” to the growth of your web communities
Link marketing to your enterprise financial metrics Understand your true return on marketing investment--and enhance it
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