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Marketing metrics : the definitive guide to measuring marketing performance

Author: Paul W Farris
Publisher: Upper Saddle River, N.J. : FT Press, ©2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
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  Read more...
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Genre/Form: Nonfiction
Document Type: Book
All Authors / Contributors: Paul W Farris
ISBN: 9780137058297 0137058292
OCLC Number: 440563535
Notes: Revised edition of: Marketing metrics : 50+ metrics every executive should master. 2006.
Description: xv, 414 pages : illustrations ; 24 cm
Contents: Introduction --
Share of hearts, minds, and markets --
Margins and profits --
Product and portfolio management --
Customer profitability --
Sales force and channel management --
Pricing strategy --
Promotion --
Advertising media and web metrics --
Marketing and finance --
The marketing metrics X-ray --
System of metrics.
Responsibility: Paul W. Farris [and others].
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Abstract:

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 Editionexplains 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.

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