000			02567nam a22002417a 4500
008			250507b ||||| |||| 00| 0 eng d
020			_a9780136717133 (pbk.)
041			_aEnglish
082			_a658.8 BEN
100			_aBendle, Neil T.
245			_aMarketing metrics : _bthe manager's guide to measuring marketing performance / _cNeil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.
250			_a4th edition
260			_aNew York : _bPearson, _c2021.
300			_axix, 491 pages : _billustrations ; _c24 cm.
440			_aPearson business analytics series
500			_aPrevious edition: Pearson, 2016. Includes bibliographical references (pages 435-438) and index.
500			_aSummary : Your Definitive, Up-to-Date Guide to Marketing Metrics -- Choosing Them, Implementing Them, Applying Them. This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more ; Apply web, online, social, and mobile metrics more effectively ; Build models to optimize planning and decision-making ; Attribute purchase decisions when multiple channels interact ; Understand the links between search and distribution, and use new online distribution metrics ; Evaluate marketings impact on a publicly traded firms financial objectives. Whatever your marketing role, Marketing Metrics will help you choose the right metrics for everytask--and capture data that is valid, reliable, and actionable.--Publisher website.
650			_aMarketing research. _aMarketing--Mathematical models. _aPerformance--Measurement.
700			_aFarris, Paul W. -- author.
700			_aPfeifer, Phillip Edward -- author.
700			_aReibstein, David J. -- author.
942			_c1
999			_c15757 _d15757