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9780136717133

Marketing Metrics

  • ISBN 13:

    9780136717133

  • ISBN 10:

    0136717136

  • Edition: 4th
  • Format: Paperback
  • Copyright: 08/23/2020
  • Publisher: Pearson FT Press

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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 Definitive Guide to Measuring Marketing Performance, 4th Edition now contains:
  • Solutions for the crucial but challenging issue of measuring the value of sponsorships
  • Up-to-the-minute coverage of performance measurement and sales attribution in complex omnichannel marketing environments
  • Return on Advertising Spend and other advanced metrics
  • Linkages between financial markets, accounting, and marketing metrics
  • Quantitative techniques marketers can use to influence or participate in C-suite decisions
  • Marketing Accountability Standards Board (MASB) and ISO advances in marketing measurement and brand evaluation
  • Other recent advances in quantifying marketing performance and 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 each 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 to optimize every marketing decision you make.

Author Biography

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Table of Contents

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