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Marketing Metrics, 4th Edition

Marketing Metrics, 4th Edition

eBook (Watermarked)

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  • Estimated Release: Aug 23, 2020
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  • Copyright 2021
  • Edition: 4th
  • eBook (Watermarked)
  • ISBN-10: 0-13-675527-5
  • ISBN-13: 978-0-13-675527-2

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.

Sample Content

Table of Contents

3rd Edition Table of Contents (4th Edition to follow when available):1. Introduction2. Share of Hearts, Minds, and Markets3. Margins and Profits4. Product and Portfolio Management5. Customer Profitability6. Sales Force and Channel Management7. Pricing Strategy8. Promotion9. Advertising Metrics10. Online, Email, and Mobile Metrics11. Marketing and Finance12. The Marketing Metrics X-Ray and Testing13. System of Metrics


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