Publication Date: February 13, 2010 ISBN-10: 0137058292 ISBN-13 :978-0,137,058,297 Edition: 2
Marketing metrics to measure marketing performance evaluation: The Definitive Guide (Second Edition), today’s most valuable marketing metrics is the definitive guide. The four leading market researchers in this thoroughly updated and significantly expanded book, how to choose the right indicators for each challenge and expand their social marketing, network metrics and brand equity treatment. They also give readers new marketing system organization model and dashboard indicators, translate digital management insight.
The authors show how to use marketing dashboards, market dynamics from multiple perspectives, maximize accuracy, and “triangulate” the best solution. You will find a high-value measure, almost every aspect of marketing, promotional strategy, advertising and distribution; customer perception; market share; forces of competitors; profits and pricing of the product portfolio, customer profitability, sales force and channels; more. For each indicator, the advantages, disadvantages and trade-offs in the real world – to help you understand what the true meaning of these figures.
This release introduces important new indicators, including the boot from the network, 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:
· Understand the nuances of a full range of marketing indicators: the advantages, disadvantages and applications
Quantization profitability of products, customers, channels and marketing activities
· Measure everything from the growth of the “bounce rate” online community
· Understand your true return on marketing investment – and enhance
This award-winning book will tell you how to use the correct indicators all marketing investments, get accurate answers, and use them to systematically improve ROI.
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