Measuring Marketing : : The 100+ Essential Metrics Every Marketer Needs, Third Edition / / John Davis.

• Superior document: Title is part of eBook package: De Gruyter DG Plus DeG Package 2018 Part 1
• VerfasserIn: Davis, John,
• MitwirkendeR: Bodell, Lisa,; Farrell, Mark,; Leonard, Steve,; McCabe, Thomas,; Nair, Hari,; Vallisuta, Pakpoom,
• Place / Publishing House: Berlin ;, Boston : : De Gruyter, , [2017]; ©2018
• Year of Publication: 2017
• Edition: 3rd ed.
• Language: English
• Physical Description: 1 online resource (XV, 375 p.)

The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing’s impact on a business or product line, it clearly explains the metrics that you can use to measure marketing. 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.

Table of Contents

Frontmatter -- Praise For Measuring Marketing, Third Edition -- 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