Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle [and three others].

By:

Bendle, Neil T [author]

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Hoboken, NJ : Pearson Education, 2021.Edition: Fourth edition.Description: xix, 491 pages : illustrations, graphs, charts (black and white) ; 23 cm.ISBN:

9780136717133
0136717136

Other title:

Manager's guide to measuring marketing performance

Subject(s):

LOC classification:

HF5415.2 .M35543 2021

Contents:

Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force management -- Channel management -- Pricing strategy -- Promotion -- Advertising and sponsorship metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics.

Summary: This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more; Apply web, online, social, and mobile metrics more effectively; Build models to optimize planning and decision-making; Attribute purchase decisions when multiple channels interact; Understand the links between search and distribution, and use new online distribution metrics; Evaluate marketing's impact on a publicly traded firm's financial objectives. Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task--and capture data that is valid, reliable, and actionable.

Holdings ( 1 )
Title notes ( 4 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.2 BEN (Browse shelf(Opens below))	Available		B04206

Includes bibliographical references and index.

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.
Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more; Apply web, online, social, and mobile metrics more effectively; Build models to optimize planning and decision-making; Attribute purchase decisions when multiple channels interact; Understand the links between search and distribution, and use new online distribution metrics; Evaluate marketing's impact on a publicly traded firm's financial objectives.

Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task--and capture data that is valid, reliable, and actionable.

Bibliography from B3 Fashion & Luxury: Marketing Strategies