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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
by Farris, Paul; Bendle, Neil T.;... | HC | VeryGood
US $6.40
Approximately£4.72
Condition:
“May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend ”... Read moreAbout condition
Very Good
A book that has been read and does not look new, but is in excellent condition. No obvious damage to the book cover, with the dust jacket (if applicable) included for hard covers. No missing or damaged pages, no creases or tears, no underlining or highlighting of text, and no writing in the margins. Some identifying marks on the inside cover, but this is minimal. Very little wear and tear. See the seller’s listing for full details and description of any imperfections.
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eBay item number:373447922582
Item specifics
- Condition
- Very Good
- Seller notes
- Binding
- Hardcover
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 0137058292
About this product
Product Identifiers
Publisher
Wharton School Publishing
ISBN-10
0137058292
ISBN-13
9780137058297
eBay Product ID (ePID)
79627798
Product Key Features
Edition
2
Book Title
Marketing Metrics : the Definitive Guide to Measuring Marketing Performance
Number of Pages
432 Pages
Language
English
Topic
Marketing / General, E-Commerce / Internet Marketing, Statistics, Marketing / Research
Publication Year
2010
Illustrator
Yes
Features
New Edition
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.1 in
Item Weight
29.6 Oz
Item Length
9.4 in
Item Width
7.5 in
Additional Product Features
Intended Audience
Trade
LCCN
2009-040210
Dewey Edition
22
Dewey Decimal
658.8/3
Edition Description
New Edition
Table Of Content
Acknowledgments ix About the Authors xi Foreword xiii Foreword to the Second Edition xv Chapter 1 Introduction 1 Chapter 2 Share of Hearts, Minds, and Markets 27 Chapter 3 Margins and Profits 65 Chapter 4 Product and Portfolio Management 109 Chapter 5 Customer Profitability 153 Chapter 6 Sales Force and Channel Management 181 Chapter 7 Pricing Strategy 219 Chapter 8 Promotion 263 Chapter 9 Advertising Media and Web Metrics 287 Chapter 10 Marketing and Finance 337 Chapter 11 The Marketing Metrics X-Ray 357 Chapter 12 System of Metrics 369 Appendix A Survey of Managers' Use of Metrics 385 Bibliography 393 Endnotes 397 Index 405
Synopsis
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: · Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from "bounce rates" to the growth of your web communities · Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI., Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: · Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from "bounce rates" to the growth of your web communities · Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
LC Classification Number
HF5415.2.M35543 2010
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- c***m (404)- Feedback left by buyer.Past 6 monthsVerified purchaseWOW!; I cannot believe this 3 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/05, Mon, Received 05/08, Thu to Hawaii using free shipping; USPS Ground Mail, Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!
- e***r (2705)- Feedback left by buyer.Past 6 monthsVerified purchaseThank you so much for offering this art book. Your price was fabulous on it. I had no communication, but you are no doubt a kind person. You are also a professional person, and your attention to detail really helped me in making my purchase decision. I'm adding you to my favorite seller list, and I always do shop with this list first. And also, I'd like to thank you for the lovely packaging, and the extremely fast shipping. The book was exactly as you described it. Happy New Year, if I can say.Sonia Boyce: Feeling Her Way by Ridgway, Emma; Martin, Courtney J. (#197040368082)
- t***1 (63)- Feedback left by buyer.Past monthVerified purchaseI had a problem after placing my order. I contacted the seller who responded within an hour and resolved the issue with no hassle. This book was a fair price and received today. I failed to notice, but the description did indicate it was missing the dust jacket. I highly recommend this seller.