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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:
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