TY  - GEN
AU  - FARRIS, PAUL W [et.al.]
TI  - MARKETING METRICS: THE DEFINITIVE GUIDE TO MEASURING MARKETING PERFORMANCE
SN  - 978-81-317-6115-1
U1  - 658.8 
PY  - 2011///
CY  - NEW DELHI
PB  - PEARSON EDUCATION IN SOUTH ASIA
KW  - MARKETING METRICS
N1  - Table of Content
Acknowledgments
About the Authors
Foreword
Foreword to the Second Edition

    Introduction
    Share of Hearts, Minds, and Markets
    Margins and Profits
    Product and Portfolio Management
    Customer Profitability
    Sales Force and Channel Management
    Pricing Strategy
    Promotion
    Advertising Media and Web Metrics
    Marketing and Finance
    The Marketing Metrics X-Ray
    System of Metrics


Appendix A Survey of Managers’ Use of Metrics
Bibliography
Endnotes
Index
N2  - 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.

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. 
Salient Features

    State-of-the-art tools for maximizing value and accountability from all your marketing investments
    Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more
    Added coverage of social media and an entirely new chapter on assessing organizational performance


ER  -