Paul W. Farris & Others – Marketing Metrics

Paul W. Farris & Others – Marketing Metrics

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Marketing Metrics, Second 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.

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Description

Marketing Metrics:The Definitive Guide to Measuring Marketing Performance – 2nd Edition

There is a guide to the new state-of-the-art in marketing metrics.

The definitive guide to today’s most valuable marketing metrics is Marketing Metrics, Second Edition. Four leading marketing researchers show how to choose the right metrics for every challenge in this thoroughly updated and expanded book.

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions. You will find high-value metrics for virtually every facet of marketing, including promotional strategy, advertising, and distribution, customer perception, market share, competitors’ power, margins and pricing, products and portfolios, customer profitability, sales forces and channels, and more.

Net Promoter, social media, and brand equity are some of the new metrics introduced in this edition. It shows how to build models to support planning and how to make better marketing decisions.

For every marketing challenge, choose the right metric. Understand the full spectrum of marketing metrics.

Gain a deeper understanding of marketing profitability. Determine the profitability of products, customers, channels, and marketing initiatives.

In detail, assess web and social media effectiveness. Measure everything from bounce rates to community growth.

Your enterprise financial metrics should be linked to marketing. Understand your true return on marketing investment.

The book will show you how to apply the right metrics to your marketing investments and how to get accurate answers.

You will find practical, up-to-the-minute techniques for measuring everything from brand equity to social media. The authors help you understand what the numbers really mean by presenting real-world pros, cons, and tradeoffs. You will learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and how to use powerful new modeling techniques to maximize your decisions. The treatment of social marketing, web metrics, and brand equity is expanded in this second edition. Readers will get new systems for organizing marketing metrics into models and dashboards.

Strategy Business won the Best Books in Marketing award. Social media, brand equity, and modeling for better decision-making received 30% more coverage. Includes promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, and much more.

About the authors.

Paul W. He has taught at the University of Virginia since 1980. Professor Farris has produced award-winning articles on retail power and the measurement of advertising effects. More than 50 articles have been published by him. Harvard Business Review. , The Journal of Marketing. , Advertising research journal. And Marketing is a science. He is working on improved techniques for integrating marketing and financial metrics. The profit impact of the marketing strategy project. Apple and IBM have been some of the consulting clients. He has served on a number of boards. He is a director of GSI Group and The Ohio Art Company.

Neil T. Bendle is a man. The Carlson School of Management at the University of Minnesota has a candidate in marketing. His thesis focused on managers’ difficulties in understanding consumer tastes and he won an award for his teaching. He has over a decade of experience in marketing management, consulting, business systems improvement, and financial management. The British Labour Party had marketing campaigns.

Phillip E. Pfeifer is a person. Richard S. Reynolds is a professor at The Darden Graduate Business School. He has published more than 35 articles in journals. The journal deals with interactive marketing. , The journal deals with database marketing. , Decision sciences. And. The Journal of Forecasting. 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. Student awards have been won by his teaching. BusinessWeek’s. There is a guide to the best business schools. Circuit City, P&G, and CarMax are recent consulting clients.

The man is David J. Reibstein. He is the William Stewart Woodside Professor of Marketing at the Wharton School. One of the world’s leading authorities on marketing, he served as Executive Director of the Marketing Sciences Institute, and co-founded Wharton’s CMO Summit, which brings together leading CMOs to address their most pressing challenges. The Wharton Executive Education course is taught by Reibstein. He has worked with companies such as GE, AT&T Wireless, Shell Oil, HP, Johnson & Johnson, and Major League Baseball. He was the Vice Dean and Director of Wharton’s Graduate Division, as well as a visiting professor at INSEAD and a faculty member at Harvard. He is a member of the Board of Directors of several organizations.

There are product details.

Title. The guide to measuring marketing performance is in the second edition. By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein are related. The publisher. Pearson Prentice Hall has 2 editions. There is a format. There is a PDF. Quality. It’s an eBook. There is a ebook release. February 13, 2010 There are pages. :432 The book is an ebook. :0137058292

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