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Farris Paul | Bendle Neil | Pfeifer Phillip | Reibstein David: Metrike marketinga

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Metrike marketinga

Farris Paul | Bendle Neil | Pfeifer Phillip | Reibstein David

Summary

Paul Farris, Neil Bendle, Phillip Pfeifer, David Reibstein: Marketing Metrics

The Ultimate Guide to Marketing Performance Measurement

Marketing Metrics, Second Edition is a comprehensive guide to today's most important marketing metrics. In this thorough and significantly expanded edition, four leading marketing researchers show exactly how to choose the right metrics for each challenge.

The authors show us how to use marketing dashboards to gain insight into market dynamics from multiple perspectives, with maximum accuracy, and to "triangulate" data and information to arrive at optimal solutions. You'll discover high-value metrics for almost every aspect of marketing: promotional strategy, advertising, and distribution; customer perception, market share; strength of competitors; margin and pricing; products and portfolios; profitability of business with clients; sales staff and channels; and much more.

This award-winning book will show you how to apply the right metrics to all your marketing investments, how to get precise answers and use them to systematically improve your ROI.

You'll find practical, up-to-date techniques for measuring everything from brand equity to social media, marketing share and web engagement. For each metric, the authors offer pros and cons, and the trade-offs between the various options – helping you understand what the numbers really mean. You'll learn how to design and interpret a marketing dashboard to uncover emerging opportunities and risks, and how to use powerful new modeling techniques to optimize every decision you make. In this second edition, the authors have expanded their treatment of social marketing, web metrics, and brand equity. They will also provide readers with insight into new systems for structuring marketing metrics into models and dashboards that translate numbers into executive insight.

#Farris Paul | Bendle Neil | Pfeifer Phillip | Reibstein David

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