Marketing Metrics
Author: Bendle, Neil
ISBN: 9780136717133
RM201.46
Publisher,Pearson
Publication Date,
Format, Paperback
Weight,
No. of Pages,
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.
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.
