Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (3rd Edition)

3,71 valoración promedio
( 7 valoraciones por Goodreads )
 
9780134085968: Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (3rd Edition)

Today’s Definitive Guide to Marketing Metrics

Choosing Them, Implementing Them, Applying Them

  • New quantitative formulas, applications, and analytical techniques
  • Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more
  • All-new chapter on leveraging today’s rich online, email, and mobile metrics
  • Expert guidance for clarifying what to measure, and testing reliability and validity

Now extensively updated, this award-winning book will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

 

You’ll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs—and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make.

 

A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even “likes.” This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data.

 

www.management-by-the-numbers.com

 

Marketing Metrics, Third Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.

 

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 and channels; and more.

 

This edition adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today’s many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.” You’ll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.

 

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

 

Gain a deep and thorough understanding of Marketing ROI (MROI)

Quantify how your marketing spending actually contributes to profits

 

Understand and apply web/online metrics far more effectively

Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics

 

Measure what matters, and measure it reliably

Choose the right metrics, and ensure accurate, valid data for decision-making

 

 

"Sinopsis" puede pertenecer a otra edición de este libro.

About the Author:

Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. He has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. He was responsible for measuring the success of marketing campaigns for the British Labour Party.

 

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. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Professor Farris’s research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. He has published many articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing improved techniques for integrating marketing and financial metrics and is coauthor of several books, including The Profit Impact of Marketing Strategy Project: Retrospect and Prospects. Farris’s consulting clients have ranged from Apple and IBM to Procter & Gamble and Unilever. He has also served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute.

 

Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. In addition to academic articles and a textbook, Mr. Pfeifer is a prolific case writer, having been recognized in 2004 as the Darden School’s faculty leader in terms of external case sales, and in 2008 with a Wachovia Award for Distinguished Case Writer. His teaching has won student awards and has been recognized in Business Week’s Guide to the Best Business Schools. Recent consulting clients include Circuit City, Procter & Gamble, and CarMax.

 

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division. In 1999-2001, Dave took a leave of absence from academia to serve as the Executive Director of the Marketing Science Institute. He previously taught at Harvard, and was a Visiting Professor at Stanford, INSEAD, and ISB (in India). Dave was the Chairman of the American Marketing Association. He has a radio show, Measured Thoughts with Dave Reibstein, on SiriusXM Radio.

 

Review:

"In its first two editions, I’ve found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It’s a book I keep handy on my shelf and refer to frequently.
As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing."
–Jim Lecinski, Vice President, Americas Customer Solutions, Google


"Marketers know that they must use metrics.  The key--which this book addresses superbly--is which metrics to use and how to use them." 
–Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation.


Updated version of Strategy + Business “2006 Best Books in Marketing award winner” 

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

Edición internacional
Edición internacional

1.

Paul Farris , Neil Bendle , Phillip E. Pfeifer , David J. Reibstein
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Cantidad: 5
Edición internacional
Librería
booksdeck
(Westlake Village, CA, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: New. Brand new book. This is an international edition textbook with identical content as the US version. We ship all our orders from CA/IL, USA (depending on your address) and NOT from Asia! Choose expedited shipping for superfast delivery with tracking. Nº de ref. de la librería 9780134085968

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 11,24
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

2.

Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer & David J. Reibstein
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Soft cover Cantidad: > 20
Edición internacional
Librería
GREAT BOOKS DEAL
(TALLAHASSEE, FL, Estados Unidos de America)
Valoración
[?]

Descripción Soft cover. Estado de conservación: New. International Edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 3-6 business days by USPS/UPS/Fedex with tracking number. Choose expedited shipping for superfast delivery 2-4 business days. We also ship to PO Box addresses. International Edition Textbooks may bear a label ÔNot for sale in the U.S. or CanadaÕ etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Nº de ref. de la librería USINUS-1601

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 8,04
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,33
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

3.

Farris, Paul; Bendle, Neil; Pfeifer, Phillip; Reibstein, David
Editorial: Pearson FT Press
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Tapa blanda Cantidad: 10
Edición internacional
Librería
Sunshine Book Store
(Wilmington, DE, Estados Unidos de America)
Valoración
[?]

Descripción Pearson FT Press. Estado de conservación: New. 0134085965 This is an International Edition. Brand New, Paperback, Delivery within 6-14 business days, Similar Contents as U.S Edition, ISBN and Cover design may differ, printed in Black & White. Choose Expedited shipping for delivery within 3-8 business days. We do not ship to PO Box, APO , FPO Address. In some instances, subjects such as Management, Accounting, Finance may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code/CD is not provided with these editions , unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. Nº de ref. de la librería SU_9780134085968

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 13,60
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

4.

Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Paperback Cantidad: 10
Edición internacional
Librería
US_Superfast_Bookstore
(New Castle, DE, Estados Unidos de America)
Valoración
[?]

Descripción Paperback. Estado de conservación: New. This is an International Edition Brand New Paperback Same Title Author and Edition as listed. ISBN and Cover design differs. Similar Contents as U.S Edition. Standard Delivery within 6-14 business days ACROSS THE GLOBE. We can ship to PO Box address in US. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" or "For sale in Asia only" or similar restrictions- printed only to discourage students from obtaining an affordable copy. US Court has asserted your right to buy and use International edition. Access code/CD may not provided with these editions. We may ship the books from multiple warehouses across the globe including Asia depending upon the availability of inventory. Printed in English. Customer satisfaction guaranteed. Nº de ref. de la librería NU_9780134085968

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 11,84
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 2,55
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

5.

Farris Et All
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Tapa blanda Cantidad: 3
Edición internacional
Librería
bookscollection
(Delhi, DELHI, India)
Valoración
[?]

Descripción Estado de conservación: Brand New. PAPERBACK, Brand New, Softcover, International Edition. We Do not Ship APO FPO AND PO BOX. NO CD AND ACCESS CARD. Cover Image & ISBN may be different from US edition but contents as US Edition. Printing in English language. Quick delivery by USPS/UPS/DHL/FEDEX/ARAMEX ,Customer satisfaction guaranteed. We may ship the books from Asian regions for inventory purpose. Nº de ref. de la librería ABEJUL W/P 3150

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 14,64
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,59
De India a Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

6.

Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer & David J. Reibstein
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Softcover Cantidad: > 20
Edición internacional
Librería
LowPriceBookDeals
(Wilmington, DE, Estados Unidos de America)
Valoración
[?]

Descripción Softcover. Estado de conservación: New. 3rd edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 3-6 business days by USPS/UPS/Fedex with tracking number. Choose expedited shipping for superfast delivery 2-4 business days. We do not ship to PO Box addresses. International Edition Textbooks may bear a label Not for sale in the U.S. or Canada etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Nº de ref. de la librería LBDUS61466370

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 15,19
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,15
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

7.

Farris Pfeifer
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Soft cover Cantidad: > 20
Edición internacional
Librería
LOW COST_FAST SHIP
(Scottsdale, AZ, Estados Unidos de America)
Valoración
[?]

Descripción Soft cover. Estado de conservación: New. Opt EXPEDITED shipping for 2 to 4 day delivery - Brand NEW - International Edition - 3ed - SAME Contents as in US edition - SHRINKwrapped BOXpacked - There is no CD or Access Code, unless specified above - Ships from various locations. Nº de ref. de la librería GD1

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 13,54
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 5,11
A Estados Unidos de America
Destinos, gastos y plazos de envío
Edición internacional
Edición internacional

8.

Farris Et All
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Tapa blanda Cantidad: 6
Edición internacional
Librería
bookscollection
(Delhi, DELHI, India)
Valoración
[?]

Descripción Estado de conservación: Brand New. PAPERBACK,Book Condition New, Brand New, Softcover, International Edition. We Do not Ship APO FPO AND PO BOX. Cover Image & ISBN may be different from US edition but contents as US Edition. Printing in English language. Quick delivery by USPS/UPS/DHL/FEDEX/ARAMEX ,Customer satisfaction guaranteed. We may ship the books from Asian regions for inventory purpose. Nº de ref. de la librería ABE2017#086

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 18,40
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,59
De India a Estados Unidos de America
Destinos, gastos y plazos de envío

9.

Farris, Paul
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Tapa dura Cantidad: 5
Librería
BargainBookStores
(Grand Rapids, MI, Estados Unidos de America)
Valoración
[?]

Descripción Hardcover. Estado de conservación: New. Nº de ref. de la librería 9124812

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 34,73
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,40
A Estados Unidos de America
Destinos, gastos y plazos de envío

10.

Farris, Paul
Editorial: Prentice Hall (2015)
ISBN 10: 0134085965 ISBN 13: 9780134085968
Nuevos Cantidad: 7
Librería
Pbshop
(Wood Dale, IL, Estados Unidos de America)
Valoración
[?]

Descripción Prentice Hall, 2015. HRD. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería IB-9780134085968

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 36,69
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,40
A Estados Unidos de America
Destinos, gastos y plazos de envío

Existen otras copia(s) de este libro

Ver todos los resultados de su búsqueda