Overview
"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.”"
Full Product Details
Author: Paul Farris ,
Neil Bendle ,
Phillip Pfeifer ,
David Reibstein
Publisher: Pearson Education Limited
Imprint: FT Publishing International
Edition: 2nd edition
Dimensions:
Width: 15.40cm
, Height: 2.40cm
, Length: 23.20cm
Weight: 0.660kg
ISBN: 9781292212470
ISBN 10: 1292212470
Pages: 440
Publication Date: 25 September 2017
Audience:
Professional and scholarly
,
Professional & Vocational
Replaced By: 9781292360867
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Author Information
Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton Faculty for more than two decades. He was the Vice Dean of the Wharton School, and Director of the Wharton Graduate Division.
