Measuring marketing : 110+ key metrics every marketer needs

✍ Scribed by John A. Davis

• Publisher: John Wiley & Sons Singapore
• Year: 2013
• Tongue: English
• Leaves: 344
• Edition: 2
• Category: Library

✦ Synopsis

This book presents the key marketing ratios and metrics, which enable marketers to make better decisions and increase their accountability for their strategies and activities. It discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments.

Abstract:

A second edition of a popular marketing title, this book discusses the key metrics marketing managers need for measuring the performance of an organization's marketing investments. The new edition updates many of the metrics from the first book with new examples and adds new metrics for digital/social/online media. �Read more...

✦ Table of Contents

Content: Section 1. Corporate financial metrics --
section 2. Marketing planning metrics --
section 3. Brand metrics --
section 4. Customer metrics --
section 5. Product/offering metrics --
section 6. Price metrics --
section 7. Advertising/promotion metrics --
section 8. Direct marketing metrics --
section 9. Online/digital/social metrics --
section 10. Place/distribution metrics --
section 11. Sales metrics.

✦ Subjects

Marketing -- Evaluation. Marketing research. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior