Marketing Metrics: The Definitive Guide To Measuring Marketing Performance,New

Marketing Metrics: The Definitive Guide To Measuring Marketing Performance, Second Edition, Is The Definitive Guide To Todays 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 And Expand Their Treatment Of Social Marketing, Web Metrics, And Brand Equity. They Also Give Readers New Systems For Organizing Marketing Metrics Into Models And Dashboards That Translate Numbers Into Management Insight. The Authors Show How To Use Marketing Dashboards To View Market Dynamics From Multiple Perspectives, Maximize Accuracy, And 'Triangulate' To Optimal Solutions. Youll Discover Highvalue 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. For Every Metric, The Authors Present Realworld Pros, Cons, And Tradeoffsand Help You Understand What The Numbers Really Mean. 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 Planningand Optimize Every Marketing Decision You Make: Understand The Full Spectrum Of Marketing Metrics: Pros, Cons, Nuances, And Application Quantify The Profitability Of Products, Customers, Channels, And Marketing Initiatives Measure Everything From 'Bounce Rates' To The Growth Of Your Web Communities Understand Your True Return On Marketing Investmentand Enhance It This Awardwinning Book Will Show You How To Apply The Right Metrics To All Your Marketing Investments, Get Accurate Answers, And Use Them To Systematically Improve Roi. '