Marketing Matrics The Manager's Guide to Measuring Marketing Performance

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CONTENTS
Acknowledgments ix About the Authors xiForeword xiiiForeword to Third Edition xv 1
INTRODUCTION 1
2
SHARE OF HEARTS, MINDS, AND MARKETS 17
3
MARGINS AND PROFITS 67
4
PRODUCT AND PORTFOLIO MANAGEMENT 111
5
CUSTOMER PROFITABILITY 157
6
SALES FORCE AND CHANNEL MANAGEMENT 185
7
PRICING STRATEGY 225
8
PROMOTION 271
9
ADVERTISING METRICS 295
10
ONLINE, EMAIL, AND MOBILE METRICS 325
11
MARKETING AND FINANCE 363
12
THE MARKETING METRICS X󰀭RAY AND TESTING 383
13
SYSTEM OF METRICS 401
Bibliography 417Endnotes 421Index 429
viii
MARKETING METRICS

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets. A rigorous and practical discussion of quantifying the value of information. More detail on measuring brand equity. A complete separate chapter on web, SEM, mobile and “digital” metrics. An up-to-date survey of free metrics available from Google and elsewhere. Expanded coverage of methodologies for quantifying marketing ROI. 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, channels and more. For each metric, the authors present real-world pros, cons and tradeoffs – and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning – and optimize every marketing decision you make. The most comprehensive guide to accurately measuring marketing performance and ROI — now extensively updated to reflect new techniques and even more practical experience. # Covers the full spectrum of marketing metrics: pros, cons, nuances and applications # Now updated with better ways to manage intangible assets, information and brand equity # Now contains a full separate chapter on web, SEM, mobile and “digital” metrics # Shows how to make the most of the newest free metrics from Google and elsewhere # Helps you quantify the profitability of products, customers, channels, marketing initiatives and more Acknowledgments About the Authors Foreword Foreword to Third Edition 1: 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 Bibliography Endnotes Index

English