Marketing Metrics

Series
Pearson
Author
David Reibstein / Neil Bendle / Paul Farris / Phillip Pfeifer  
Publisher
Pearson
Cover
Softcover
Edition
4
Language
English
Total pages
512
Pub.-date
October 2020
ISBN13
9780136717133
ISBN
0136717136


Product detail

Product Price CHF Available  
9780136717133
Marketing Metrics
56.90

Description

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply todays best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardisation in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.

  • Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more
  • Apply web, online, social, and mobile metrics more effectively
  • Build models to optimise planning and decision-making
  • Attribute purchase decisions when multiple channels interact
  • Understand the links between search and distribution, and use new online distribution metrics
  • Evaluate marketings impact on a publicly traded firms financial objectives

Features

  • Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
  • Shows how to choose the right metrics for every challenge, and translate numbers into actionable management insight
  • Adds extensive new coverage of sponsorship and omnichannel metrics, MASB advances in measurement discipline, global brand evaluation, and more
  • Includes new sections on the interfaces between financial markets, accounting, and marketing metrics – for marketers who are involved in C-suite decisions, or aspire to be
  • Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more

New to this Edition

This 4th Edition’s extensive updates include:
  • Evaluating the value of sponsorships — a topic that is critically important but has been fiendishly difficult
  • Accurately measuring the value of omnichannel marketing investments when multiple channels may influence the same purchase
  • Important new metrics including Return on Advertising Spend
  • New sections on interfaces between financial markets, accounting, and marketing metrics for marketers who intend to make or influence C-suite decisions
  • Progress towards creating more discipline in marketing measurement, including work by the Marketing Accountability Standards Board (MASB)
  • ISO global standards for brand evaluation

Table of Contents

  • Chapter 1: Introduction
  • Chapter 2: Share of Hearts, Minds, and Markets
  • Chapter 3: Margins and Profits
  • Chapter 4: Product and Portfolio Management
  • Chapter 5: Customer Profitability
  • Chapter 6: Sales Force Management
  • Chapter 7: Channel Management
  • Chapter 8: Pricing Strategy
  • Chapter 9: Promotion
  • Chapter 10: Advertising and Sponsorship Metrics
  • Chapter 11: Online, Email, and Mobile Metrics
  • Chapter 12: Marketing and Finance
  • Chapter 13: The Marketing Metrics X-Ray and Testing
  • Chapter 14: System of Metrics
  • Bibliography

Author

Neil T. Bendle is an Associate Professor of Marketing at the Ivey Business School, Western University, Canada. His research includes measuring marketing performance, understanding the accounting/marketing interface, and the impacts of non-standard decision making in commercial and political markets using evolutionary game theory and behavioral economics. He chairs the Marketing Accountability Standards Board’s advisory board, blogs weekly on decision-making and management at www.neilbendle.com, co-authored the cartoon book Behavioural Economics for Kids, and was once responsible for measuring the success of marketing campaigns for the British Labour Party.

Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. Farris has published in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He has served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute; and consulted with clients including Apple, IBM, Procter & Gamble, and Unilever.

Phillip E. Pfeifer, Richard S. Reynolds Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, has written or co-written 50 journal articles, more than 80 Darden cases and several textbooks, and has received the Wachovia Award for Distinguished Case Writer. His research focuses on direct marketing and decision modeling. Prior to joining the Darden faculty in 1980, he was a research engineer at the Georgia Institute of Technology. He was also a visiting professor at the Stevens Institute of Technology (2010) and the University of Notre Dame (2012).

Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. He 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. He served for two years as Executive Director of the Marketing Science Institute; taught at Harvard; was a Visiting Professor at Stanford, INSEAD, and ISB (in India); and chaired the American Marketing Association. His radio show, Measured Thoughts with Dave Reibstein, appears on SiriusXM Radio.