The Manager's Guide to Measuring Marketing Performance, Third Edition, is the definitive guide to today’s most valuable marketing metrics. This edition adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today's many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and "double jeopardy."
The Definitive Guide to Measuring Marketing Performance, Second Edition, is thoroughly updated and significantly expanded. 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.
50+ Metrics Every Executive Should Master, First Edition, systematically introduces today's most powerful marketing metrics. The authors show how to use a dashboard of metrics to view market dynamics from various perspectives, maximize accuracy, and triangulate to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more.
Marketing Metrics and Financial Performance examines the current focus on measuring marketing productivity, develops a metrics "value chain," outlines findings on how marketing actions and customer assets link to product-market and financial performance, and discusses methodogical approaches and issues.