TY  - BOOK
AU  - Bendle, Neil T.
AU  - Farris, Paul W.
AU  - Pfeifer, Phillip Edward
AU  - Reibstein, David J.
TI  - Marketing metrics : : the manager's guide to measuring marketing performance 
SN  - 9780136717133
AV  - HF5415.2 .M35543 2021
PY  - 2021///
CY  - Hoboken, NJ
PB  - Pearson Education
KW  - Marketing research
KW  - Statistical methods
KW  - Marketing
KW  - Mathematical models
KW  - Performance
KW  - Measurement
KW  - Bibliography B3 FLM - Marketing Strategies & Tactics
N1  - Rev. ed. of: Marketing metrics : the manager's guide to measuring marketing performance. 2016; Includes bibliographical references and index; Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force management -- Channel management -- Pricing strategy -- Promotion -- Advertising and sponsorship metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics; Bibliography from B3 Fashion & Luxury: Marketing Strategies
N2  - This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

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
ER  -