AUMELBAS281

Marketing Metrics eBook, 4th Edition

Neil T. Bendle
...show all

Marketing Metrics eBook, 4th Edition

By Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein
$46.95
In stock
Add to cart
Overview
Author
Neil T. Bendle
...show all
Edition
4th
ISBN
9780136755319
Published Date
08/10/2020
This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply todays best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardisation in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.
  • Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more
  • Apply web, online, social, and mobile metrics more effectively
  • Build models to optimise planning and decision-making
  • Attribute purchase decisions when multiple channels interact
  • Understand the links between search and distribution, and use new online distribution metrics
  • Evaluate marketings impact on a publicly traded firms financial objectives

The full text downloaded to your computer

With eBooks you can:

  • search for key concepts, words and phrases
  • make highlights and notes as you study
  • share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Table of contents
  • Chapter 1: Introduction
  • Chapter 2: Share of Hearts, Minds, and Markets
  • Chapter 3: Margins and Profits
  • Chapter 4: Product and Portfolio Management
  • Chapter 5: Customer Profitability
  • Chapter 6: Sales Force Management
  • Chapter 7: Channel Management
  • Chapter 8: Pricing Strategy
  • Chapter 9: Promotion
  • Chapter 10: Advertising and Sponsorship Metrics
  • Chapter 11: Online, Email, and Mobile Metrics
  • Chapter 12: Marketing and Finance
  • Chapter 13: The Marketing Metrics X-Ray and Testing
  • Chapter 14: System of Metrics
  • Bibliography