Key Marketing Metrics

The 50+ metrics every manager needs to know
3. Auflage 2021
ISBN: 978-1-292-36086-7
Verlag: Pearson Education Limited

Buch, Englisch, 496 Seiten, Format (B × H): 154 mm x 231 mm, Gewicht: 742 g

Measure, manage and get the most out of your marketing.

is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics, and know exactly how to choose the right one for every challenge.

With leading experts, discover how to build your reputation by:

• Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions
• Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit
• Building models to assist with planning to give you the best tools for decision-making

In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity.

Autoren/Hrsg.

Reibstein, David

Bendle, Neil

Farris, Paul W.

Farris, Paul

Pfeifer, Phillip

Über Autor(innen)

Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research.

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever.

Phillip E. Pfeifer is Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting.

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division.