Marketing Metrics: The Definitive Guide to Measuring Market Performance. 2nd Edition

Paul W. Farris , Neil T. Bendle , Phillip E. Pfeifer


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Marketing Metrics, Second Edition, is the definitive guideto today's most valuable marketing metrics. In this thoroughlyupdated and significantly expanded book, four leading marketingresearchers show exactly how to choose the right metrics for everychallenge. This edition introduces essential new metrics ranging fromNet Promoter to social media and brand equity measurement. Last,but not least, it shows how to build comprehensive models tosupport planning--and optimize every marketing decision you make.

For Sale in Indiansubcontinent only State-of-the-art tools for maximizing value and accountability from all your marketing investments Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more Added coverage of social media and an entirely new chapter on assessing organizational performance Acknowledgments About the Authors Foreword Foreword to the Second Edition Introduction Share of Hearts, Minds, and Markets Margins and Profits Product and Portfolio Management Customer Profitability Sales Force and Channel Management Pricing Strategy Promotion Advertising Media and Web Metrics Marketing and Finance The Marketing Metrics X-Ray System of Metrics Appendix A Survey of Managers' Use of Metrics Bibliography Endnotes Index Paul W. Farris is Landmark Communications Professor andProfessor of Marketing at The Darden Graduate Business School,University of Virginia, where he has taught since 1980.

ProfessorFarris's research has produced award-winning articles on retailpower and the measurement of advertising effects. He has publishedmore than 50 articles in journals such as the Harvard BusinessReview, Journal of Marketing, Journal of Advertising Research, andMarketing Science. He is currently developing improved techniquesfor integrating marketing and financial metrics and is coauthor ofseveral books, including The Profit Impact of Marketing Strat

Language English
ISBN-10 8131761150
ISBN-13 9788131761151
No of pages 624
Font Size Medium
Book Publisher Pearson
Published Date 01 Jan 2010

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