{"product_id":"marketing-metrics-the-managers-guide-to-measuring-marketing-performance-3e-ebook","title":"Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3e (eBook)","description":"\u003cp\u003e\u003cstrong\u003eOverview: \u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eNow updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight.\u003cspan\u003e \u003c\/span\u003e\u003cb\u003e\u003ci\u003eMarketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition\u003c\/i\u003e\u003c\/b\u003e\u003cspan\u003e \u003c\/span\u003enow contains:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eImportant new coverage of intangible assets\u003c\/li\u003e\n\u003cli\u003eA rigorous and practical discussion of quantifying the value of information\u003c\/li\u003e\n\u003cli\u003eMore detail on measuring brand equity\u003c\/li\u003e\n\u003cli\u003eA complete separate chapter on web, SEM, mobile, and \"digital\" metrics\u003c\/li\u003e\n\u003cli\u003ePractical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics\u003c\/li\u003e\n\u003cli\u003eAn up-to-date survey of free metrics available from Google and elsewhere\u003c\/li\u003e\n\u003cli\u003eExpanded coverage of methodologies for quantifying marketing ROI\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eThe 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, channels, and more.\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eFor every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003e\u003ci\u003e\u003cb\u003eMarketing Metrics, Third Edition\u003c\/b\u003e\u003c\/i\u003e\u003cspan\u003e \u003c\/span\u003ewill be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eISBN: \u003c\/strong\u003e\u003cspan data-sheets-root=\"1\"\u003e9780134086125\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eEdition:\u003c\/strong\u003e 3\u003c\/p\u003e\n\u003cp\u003e\u003cstrong style=\"font-size: 0.875rem;\"\u003ePublisher: \u003c\/strong\u003e\u003cspan style=\"font-size: 0.875rem;\"\u003e\u003cspan data-sheets-root=\"1\"\u003ePearson Education\u003c\/span\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFormat: \u003c\/strong\u003eDigital\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eAU Course: \u003c\/strong\u003e\u003cspan data-sheets-root=\"1\"\u003eBMKT490\u003c\/span\u003e\u003c\/p\u003e","brand":"Australian University","offers":[{"title":"Default Title","offer_id":53268878721392,"sku":"9780134086125","price":19.25,"currency_code":"KWD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0893\/6511\/9344\/files\/9780134086125.jpg?v=1771503131","url":"https:\/\/au.aafaqeducation.com\/products\/marketing-metrics-the-managers-guide-to-measuring-marketing-performance-3e-ebook","provider":"Australian University","version":"1.0","type":"link"}