Key Marketing Metrics 2/E ePUB

Level/Grade: Professional
Author(s): Bendle, NT; Farris, PW; Pfeifer, PE; Reibstein, DJ
ISBN: 9781292212494
License: Perpetual licence
File type: ePub
Today's definitive guide to marketing metrics, and choosing, implementing and applying them

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. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximise 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; and
  • Sales forces and channels.
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 prioritising 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;
  • Gain a deep and thorough understanding of Marketing ROI (MROI);
  • Understand and apply web/online metrics far more effectively; and
  • Measure what matters, and measure it reliably.
Benefits of the ePUB format​ include:​
  • The ability to view on ​a ​desktop computer, notebook or tablet;
  • The ability to adjust fonts, rotate and flip pages, causing content to reflow to fit the device's screen giving the user a more flexible experience; and
  • The ability to take notes, highlight and bookmark.
Country South Africa
Product Type Text Book
Author(s) Bendle, NT; Farris, PW; Pfeifer, PE; Reibstein, DJ
Level/Grade Professional
Brand Financial Times Series
Imprint Financial Times Publishing
ISBN 9781292212494
Licence Perpetual licence
File type ePub
Format ePUB3
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