Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)

营销绩效:衡量营销绩效权威指南 第二版
保罗·法里斯 Paul W. Farris
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营销绩效:衡量营销绩效权威指南 第二版(Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition))简介:

The Definitive Guide to the New State-of-the-Art in Marketing Metrics


Marketing Metrics, 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.


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.


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.


Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application


Gain a deep and thorough understanding of marketing profitability

Quantify the profitability of products, customers, channels, and marketing initiatives


Assess web and social media effectiveness, accurately, and in detail

Measure everything from “bounce rates” to the growth of your web communities


Link marketing to your enterprise financial metrics

Understand your true return on marketing investment--and enhance it



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