Marketing Metrics: The Definitive Guide to Measuring Marketing Performance , by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein, is a repeat freebie in the Kindle store and from Barnes & Noble, courtesy of Pearson Prentice Hall. Be careful trying to order from the nook (or doing a search on the web), as there are two editions and the one that was free last time (and shows up in searches) is over $25.Book DescriptionGet the free ebook from Barnes & Noble.
Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.
This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.
You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
