Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 4th Edition has now been updated with new techniques and even more practical insights, and is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help students choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. ; ; The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. Students will 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. ; ; Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications ; Shows how to choose the right metrics for every challenge, and translate numbers into actionable management insight ; Adds extensive new coverage of sponsorship and omnichannel metrics, MASB advances in measurement discipline, global brand evaluation, and more ; Includes new sections on the interfaces between financial markets, accounting, and marketing metrics - for marketers who are involved in C-suite decisions, or aspire to be ; Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more ; This 4th Edition's extensive updates include: ; Evaluating the value of sponsorships - a topic that is critically important but has been fiendishly difficult ; Accurately measuring the value of omnichannel marketing investments when multiple channels may influence the same purchase ; Important new metrics including Return on Advertising Spend ; New sections on interfaces between financial markets, accounting, and marketing metrics for marketers who intend to make or influence C-suite decisions ; Progress towards creating more discipline in marketing measurement, including work by the Marketing Accountability Standards Board (MASB) ; ISO global standards for brand evaluation