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Marketing Metrics, 4th Edition

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Marketing Metrics, 4th Edition

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  • List Price: $39.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

About

Features

  • Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
  • Shows how to choose the right metrics for every challenge, and translate numbers into actionable management insight
  • Adds extensive new coverage of sponsorship and omnichannel metrics, MASB advances in measurement discipline, global brand evaluation, and more
  • Includes new sections on the interfaces between financial markets, accounting, and marketing metrics – for marketers who are involved in C-suite decisions, or aspire to be
  • Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more

Description

  • Copyright 2021
  • Dimensions: 7" x 9-1/8"
  • Pages: 512
  • Edition: 4th
  • Book
  • ISBN-10: 0-13-671713-6
  • ISBN-13: 978-0-13-671713-3

Your Definitive, Up-to-Date Guide to Marketing MetricsChoosing Them, Implementing Them, Applying Them

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply todays best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. 

  • Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more
  • Apply web, online, social, and mobile metrics more effectively
  • Build models to optimize planning and decision-making
  • Attribute purchase decisions when multiple channels interact
  • Understand the links between search and distribution, and use new online distribution metrics
  • Evaluate marketings impact on a publicly traded firms financial objectives

Whatever your marketing role, Marketing Metrics will help you choose the right metrics for everytaskand capture data thats valid, reliable, and actionable.

Sample Content

Table of Contents

  • Chapter 1: Introduction
  • Chapter 2: Share of Hearts, Minds, and Markets
  • Chapter 3: Margins and Profits
  • Chapter 4: Product and Portfolio Management
  • Chapter 5: Customer Profitability
  • Chapter 6: Sales Force Management
  • Chapter 7: Channel Management
  • Chapter 8: Pricing Strategy
  • Chapter 9: Promotion
  • Chapter 10: Advertising and Sponsorship Metrics
  • Chapter 11: Online, Email, and Mobile Metrics
  • Chapter 12: Marketing and Finance
  • Chapter 13: The Marketing Metrics X-Ray and Testing
  • Chapter 14: System of Metrics
  • Bibliography

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