Key Marketing Metrics: The 50+ metrics every manager needs to know, 3rd Edition

by David Reibstein, Neil Bendle, Paul Farris, Phillip Pfeifer

Length: 494 pages
Edition: 3
Language: English
Publisher: FT Publishing International
Publication Date: 2021-02-23
ISBN-10: 1292360860
ISBN-13: 9781292360867
Sales Rank: #0 (See Top 100 Books)

Measure, manage and get the most out of your marketing.

Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics. 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 one for every challenge.

With leading experts, discover how to build your reputation by:

Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions
Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit
Building models to assist with planning to give you the best tools for decision-making

In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity.

Front Cover
Half Title
Title Page
Copyright Page
Contents
Acknowledgments
About the authors
Foreword
Foreword to the 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 management
7 Channel management
8 Pricing strategy
9 Promotion
10 Advertising and sponsorship metrics
11 Online, email, and mobile metrics
12 Marketing and finance
13 The marketing metrics x-ray and testing
14 System of metrics
Bibliography
Endnotes
Index
Back Cover