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Marketing Metrics : Guide du manager pour mesurer la performance marketing
by Farris, Paul; Bendle, Neil; Pfeifer,... | HC | Good
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Numéro de l'objet eBay :195818425822
Dernière mise à jour : mai 18, 2024 15:23:11 HAEAfficher toutes les modificationsAfficher toutes les modifications
Caractéristiques de l'objet
- État
- Bon
- Remarques du vendeur
- Binding
- Hardcover
- Weight
- 2 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 0134085965
- Publication Year
- 2015
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Marketing Metrics : the Manager's Guide to Measuring Marketing Performance
- Item Height
- 1.3in
- Item Length
- 9.4in
- Publisher
- Pearson Education
- Item Width
- 7.3in
- Item Weight
- 32.7 Oz
- Number of Pages
- 464 Pages
À propos de ce produit
Product Information
Today's Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them New quantitative formulas, applications, and analytical techniques Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more All-new chapter on leveraging today's rich online, email, and mobile metrics Expert guidance for clarifying what to measure, and testing reliability and validity 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. You'll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. You'll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make. A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even "likes." This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data. www.management-by-the-numbers.com Marketing Metrics, Third 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. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize 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; sales forces and channels; and more. 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 prioritizing 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 Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
Product Identifiers
Publisher
Pearson Education
ISBN-10
0134085965
ISBN-13
9780134085968
eBay Product ID (ePID)
209719702
Product Key Features
Publication Name
Marketing Metrics : the Manager's Guide to Measuring Marketing Performance
Format
Hardcover
Language
English
Publication Year
2015
Type
Textbook
Number of Pages
464 Pages
Dimensions
Item Length
9.4in
Item Height
1.3in
Item Width
7.3in
Item Weight
32.7 Oz
Additional Product Features
Lc Classification Number
Hf5415.2
Edition Number
3
Reviews
"In its first two editions, I've found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It's a book I keep handy on my shelf and refer to frequently. As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing." -Jim Lecinski, Vice President, Americas Customer Solutions, Google "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. Updated version of Strategy + Business "2006 Best Books in Marketing award winner", "In its first two editions, I've found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It's a book I keep handy on my shelf and refer to frequently. As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing." -Jim Lecinski, Vice President, Americas Customer Solutions, Google "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. Updated version of Strategy + Business "2006 Best Books in Marketing award winner"
Table of Content
Acknowledgments About the Authors Foreword Foreword to Third Edition 1: INTRODUCTION 2: SHARE OF HEARTS, MINDS, AND MARKETS 3: MARGINS AND PROFITS 4: PRODUCT AND PORTFOLIO MANAGEMENT 5: CUSTOMER PROFITABILITY 6: SALES FORCE AND CHANNEL MANAGEMENT 7: PRICING STRATEGY 8: PROMOTION 9: ADVERTISING METRICS 10: ONLINE, EMAIL, AND MOBILE METRICS 11: MARKETING AND FINANCE 12: THE MARKETING METRICS X-RAY AND TESTING 13: SYSTEM OF METRICS Bibliography Endnotes Index
Copyright Date
2016
Target Audience
College Audience
Topic
Software Development & Engineering / General, Marketing / General, Statistics, Marketing / Research
Lccn
2015-943269
Illustrated
Yes
Genre
Computers, Business & Economics
Description de l'objet du vendeur
Le vendeur assume l'entière responsabilité de cette annonce.
Numéro de l'objet eBay :195818425822
Dernière mise à jour : mai 18, 2024 15:23:11 HAEAfficher toutes les modificationsAfficher toutes les modifications
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Lieu où se trouve l'objet :
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