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Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle [and three others].

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Hoboken, NJ : Pearson Education, 2021.Edition: Fourth edition.Description: xix, 491 pages : illustrations, graphs, charts (black and white) ; 23 cm.ISBN:
  • 9780136717133
  • 0136717136
Other title:
  • Manager's guide to measuring marketing performance
Subject(s): LOC classification:
  • HF5415.2 .M35543 2021
Contents:
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.
Courses that have reserved this title:
  • Bibliography from B3 Fashion & Luxury: Marketing Strategies
Summary: 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.
Holdings
Item type Current library Call number Status Date due Barcode
Recommended bibliography book Recommended bibliography book TBS Barcelona HF5415.2 BEN (Browse shelf(Opens below)) Available B04206

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.

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.

Bibliography from B3 Fashion & Luxury: Marketing Strategies

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