Key Marketing Metrics - The 50+ metrics every manager needs to know (Paperback, 2nd Edition)

"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.”

General

Imprint:	FT Publishing International
Country of origin:	United Kingdom
Release date:	September 2017
First published:	2017
Authors:	Paul Farris • Neil Bendle • Phillip Pfeifer • David Reibstein
Dimensions:	234 x 156 x 29mm (L x W x T)
Format:	Paperback
Pages:	440
Edition:	2nd Edition
ISBN-13:	978-1-292-21247-0
Categories:	Books > Business & Economics > Business & management > Management of specific areas > Budgeting & financial management Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Varsity Textbooks Books > Academic & Education > Varsity Textbooks > Business & Economics Books > Academic & Education > Varsity Textbooks > Business Management Books > Academic & Education > Varsity Textbooks > Management Books > Academic & Education > Varsity Textbooks > Marketing Books > Academic & Education > UNISA > Business & Economics Books > Academic & Education > UNISA > Business Management Books > Academic & Education > UNISA > Management Books > Academic & Education > UNISA > Marketing
LSN:	1-292-21247-0
Barcode:	9781292212470
Course Code:	MNM4803

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