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Marketing Metrics, 3/e


Marketing Metrics, 3/e
Author(s)  Paul W. Farris, David J. Reibstein, Phillip E. Pfeifer and, Neil T. Bendle
ISBN  9789332578050
Imprint  Pearson Education
Copyright  2017
Pages  456
Binding  Paperback
List Price  Rs. 705.00
  
 
 

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 Manager's Guide to Measuring Marketing Performance, Third Edition now contains:
Important new coverage of intangible assets
A rigorous and practical discussion of quantifying the value of information
More detail on measuring brand equity
A complete separate chapter on web, SEM, mobile, and "digital" metrics
An up-to-date survey of free metrics available from Google and elsewhere
Expanded coverage of methodologies for quantifying marketing 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 optimize every marketing decision you make."
 

  • About the Authors
  • Contents
  • Features
  • Downloadable Resources

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980.


 


Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing.


 


Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania.


 


Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He was responsible for measuring the success of marketing campaigns for the British Labour Party."


 

 

Acknowledgments  


About the Authors   


Foreword   


Foreword to Third Edition   


1: INTRODUCTION   


2: SHARE OF HEARTS, MINDS, AND MARKETS   


3: MARGINS AND PROFITS  


4: PRODUCT AND PORTFOLIO MANAGEMENT   


5: CUSTOMER PROFITABILITY   


6: SALES FORCE AND CHANNEL MANAGEMENT  


7: PRICING STRATEGY   


8: PROMOTION   


9: ADVERTISING METRICS   


10: ONLINE, EMAIL, AND MOBILE METRICS   


11: MARKETING AND FINANCE   


12: THE MARKETING METRICS X-RAY AND TESTING   


13: SYSTEM OF METRICS   


Bibliography   


Endnotes   


Index   


 

 

The most comprehensive guide to accurately measuring marketing performance and ROI — now extensively updated to reflect new techniques and even more practical experience





  • Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
  • Now updated with better ways to manage intangible assets, information, and brand equity
  • Now contains a full separate chapter on web, SEM, mobile, and "digital" metrics
  • Shows how to make the most of the newest free metrics from Google and elsewhere
  • Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more"


     
 
Instructor Resources
 


 
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