Key Marketing Metrics PDF eBook: The 50+ metrics every manager needs to know (Financial Times Series)

Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics, and know exactly how to choose the right one for every challenge. With leading experts, discover how to build your reputation by: Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit Building models to assist with planning to give you the best tools for decision-making In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity. Front Cover 1 Half Title 4 Title Page 6 Copyright Page 7 Contents 10 Acknowledgments 11 About the authors 12 Foreword 13 Foreword to the third edition 15 1 Introduction 16 2 Share of hearts, minds, and markets 32 3 Margins and profits 82 4 Product and portfolio management 128 5 Customer profitability 174 6 Sales force management 200 7 Channel management 220 8 Pricing strategy 248 9 Promotion 292 10 Advertising and sponsorship metrics 316 11 Online, email, and mobile metrics 354 12 Marketing and finance 390 13 The marketing metrics x-ray and testing 418 14 System of metrics 436 Bibliography 450 Endnotes 454 Index 460 Back Cover 494 "This book outlines the sources, strengths, and weaknesses of a broad array of key marketing metrics. How to harness those data for insight is explained. Most importantly, how to act on this insight-how to apply it not only in planning campaigns but also in measuring their impact, correcting their courses, and optimizing their results is explained"-- Provided by publisher