Description
Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them. Erv Shames Chairman Western Connecticut Health Network; former President and CEO of Borden Inc. and Stride Rite Corporation 50+ metrics crackles like new money...this is the best marketing book of the year. Updated version of Strategy + Business 2006 Best Books in Marketing award winner WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING As the old adage goes If you can't measure it you can't manage it. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book you will understand the pros the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. Key Marketing Metrics gives you a portfolio or dashboard of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for 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 includes the latest web online social and email metrics plus 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.
Features
Published Date:
07/09/2017
ISBN:
9781292212470
Author:
Neil T. Bendle
Publisher:
Pearson Education Limited
Format:
Paperback / softback
Dimensions:
150 mm x 230 mm x 20 mm
Pages:
440
Language:
English