Key Marketing Metrics
The 50+ metrics every manager needs to know
Seiten
2008
Wharton School Publishing (Verlag)
978-0-273-72203-8 (ISBN)
Wharton School Publishing (Verlag)
978-0-273-72203-8 (ISBN)
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" Why read Key Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them."
Erv Shames, former CEO, Kraft Foods
As the old adage goes, "If you can't measure it, you can't manage it". Measurable performance and accountability have become the keys to marketing success today. Key Marketing Metrics gives you an overview of the most powerful metrics you can use to measure the results of your marketing. It will help you understand the pros, the cons and the nuances of more than 50 of the most important metrics.
In this book, four leading researchers and consultants in marketing systematically introduce you to a portfolio, or "dashboard", of the most valuable metrics for your business. They show you how to use these metrics to maximise the return on your marketing investment and identify the best new opportunities for profit.
WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING
Erv Shames, former CEO, Kraft Foods
As the old adage goes, "If you can't measure it, you can't manage it". Measurable performance and accountability have become the keys to marketing success today. Key Marketing Metrics gives you an overview of the most powerful metrics you can use to measure the results of your marketing. It will help you understand the pros, the cons and the nuances of more than 50 of the most important metrics.
In this book, four leading researchers and consultants in marketing systematically introduce you to a portfolio, or "dashboard", of the most valuable metrics for your business. They show you how to use these metrics to maximise the return on your marketing investment and identify the best new opportunities for profit.
WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING
Table of Contents
Acknowledgements
About the authors
Foreword
1. INTRODUCTION
2. SHARE OF HEARTS, MINDS, AND MARKETS
3. MARGINS AND PROFITS
4. PRODUCT AND PORTFOLIO MANAGEMENT
5. CUSTOMER PROFITABILITY
6. SALES FORCE AND CHANNEL MANAGEMENT
7. PRICING STRATEGY
8. PROMOTION
9. ADVERTISING MEDIA AND WEB METRICS
10. MARKETING and FINANCE
11. THE MARKETING METRICS X-RAY
Bibliography
Endnotes
Index
| Erscheint lt. Verlag | 9.12.2008 |
|---|---|
| Reihe/Serie | Financial Times Series |
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 158 x 236 mm |
| Gewicht | 692 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-72203-4 / 0273722034 |
| ISBN-13 | 978-0-273-72203-8 / 9780273722038 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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