Key Marketing Metrics: The 50+ metrics every manager needs to know

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Pearson UK, 21 set 2017 - 440 pagine

"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

“50+ metrics crackles like new money…this is the best marketing book of the year.”

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

WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING

As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge.

Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for 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 includes the latest web, online, social, and email metrics, plus 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.”

 

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Millions, perhaps even billions, of dollars are at stake. Yet, one often suspects, executives are basing decisions without a fundamental understanding of the metrics and what they truly measure ... Leggi recensione completa

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Indice

Acknowledgements
About the authors
Foreword
Foreword to the second edition
Introduction
Share of hearts minds and markets
Margins and profits
Product and portfolio management
Pricing strategy
Promotion
Advertising metrics
Online email and mobile metrics
Marketing and finance
The marketing metrics Xray and testing
System of metrics
Bibliography

Customer profitability
Sales force and channel management
Endnotes
Index

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