Marketing metrics : the manager's guide to measuring marketing performance
著者
書誌事項
Marketing metrics : the manager's guide to measuring marketing performance
（Pearson business analytics series）
Pearson, c2021
4th ed
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注記
Includes bibliographical references (p. 435-438) and index
内容説明・目次
内容説明
Your Definitive, Up-to-Date Guide to Marketing Metrics--Choosing Them, Implementing Them, Applying Them
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.
目次
Chapter 1: Introduction
Chapter 2: Share of Hearts, Minds, and Markets
Chapter 3: Margins and Profits
Chapter 4: Product and Portfolio Management
Chapter 5: Customer Profitability
Chapter 6: Sales Force Management
Chapter 7: Channel Management
Chapter 8: Pricing Strategy
Chapter 9: Promotion
Chapter 10: Advertising and Sponsorship Metrics
Chapter 11: Online, Email, and Mobile Metrics
Chapter 12: Marketing and Finance
Chapter 13: The Marketing Metrics X-Ray and Testing
Chapter 14: System of Metrics
Bibliography
「Nielsen BookData」 より
