Measuring marketing : the 100+ essential metrics every marketer needs / John A. Davis.

Format:

Book

Author/Creator:

Davis, John, 1960 February 17- author.

Language:

English

Subjects (All):

Marketing--Evaluation.

Marketing.

Marketing research.

Physical Description:

1 online resource : illustrations

Edition:

Third edition.

Place of Publication:

Boston ; Berlin : Walter de Gruyter, [2018]

Summary:

Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Organized into eleven focused sections, this reliable resource offers an effective approach to making a complex topic understandable. Written for both marketing managers accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics-including significant updates to the online/digital/social area- Measuring Marketing, Third Edition will put you in a better position to excel at this difficult endeavor.

Contents:

Frontmatter

Praise For Measuring Marketing, Third Edition / Bodell, Lisa / Farrell, Mark / Nair, Hari / McCabe, Thomas / Leonard, Steve / Vallisuta, Pakpoom

About The Author

Contents

Introduction

Part 1: Corporate Financial Metrics

Part 2: Marketing Planning Measures

Part 3: Brand Metrics

Part 4: Customers Metrics

Part 5: Product/Offering Metrics

Part 6: Price Metrics

Part 7: Advertising/Promotion Metrics

Part 8: Direct Marketing Metrics

Part 9: Digital/Social Metrics

Part 10: Place/Distribution Metrics

Part 11: Sales Metrics

Notes:

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (EBC, viewed February 6, 2018).

ISBN:

9781501507229

1501507222

OCLC:

1024050136