000			03034nam a2200325Ia 4500
001			1937
008			230305s2016 xx 000 0 und d
020			_a9780134085968
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHF5415.2 _bB46 2016
100			_aBendle, Neil T. _921566 _eauthor
245		0	_aMarketing metrics _b: the manager's guide to measuring marketing performance _c/ Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.
250			_aThird edition.
260			_aUpper Saddle River, NJ : _bPearson Education, _c2016.
300			_a xv, 439 pages : illustrations ; 24 cm
504			_aIncludes bibliographical references (pages 417-420) and index.
505			_a1. 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.
520			_aIt is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder.
526			_aB3ASP FLM: Marketing Strategic Approach
650			_aMarketing _xStatistics _99128
650			_aPerformance _xMeasurement _920339
650		0	_aMarketing research _91465
650		0	_aMarketing _xMathematical models _98360
700			_aFarris, Paul W., _eauthor
700			_aPfeifer, Phillip Edward _d1951- _eauthor _923328
700			_aReibstein, David J. _eauthor _921565
942			_2lcc
999			_c1877 _d1877