Marketing metrics: the definitive guide to measuring marketing performance
It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this referenc...
Gespeichert in:
| Weitere beteiligte Personen: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Upper Saddle River, N.J.
FT Press
2010
|
| Ausgabe: | 2nd ed. |
| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9780137053094/?ar |
| Zusammenfassung: | It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | 1 Online-Ressource (xv, 414 Seiten) Illustrationen |
| ISBN: | 9780137053094 0137053096 1282431943 9781282431942 9786612431944 6612431946 0137053142 9780137053148 |
Internformat
MARC
| LEADER | 00000cam a22000002c 4500 | ||
|---|---|---|---|
| 001 | ZDB-30-ORH-047453877 | ||
| 003 | DE-627-1 | ||
| 005 | 20240228114634.0 | ||
| 007 | cr uuu---uuuuu | ||
| 008 | 191023s2010 xx |||||o 00| ||eng c | ||
| 020 | |a 9780137053094 |9 978-0-13-705309-4 | ||
| 020 | |a 0137053096 |9 0-13-705309-6 | ||
| 020 | |a 1282431943 |9 1-282-43194-3 | ||
| 020 | |a 9781282431942 |9 978-1-282-43194-2 | ||
| 020 | |a 9786612431944 |9 9786612431944 | ||
| 020 | |a 6612431946 |9 6612431946 | ||
| 020 | |a 0137053142 |9 0-13-705314-2 | ||
| 020 | |a 9780137053148 |9 978-0-13-705314-8 | ||
| 035 | |a (DE-627-1)047453877 | ||
| 035 | |a (DE-599)KEP047453877 | ||
| 035 | |a (ORHE)9780137053094 | ||
| 035 | |a (DE-627-1)047453877 | ||
| 040 | |a DE-627 |b ger |c DE-627 |e rda | ||
| 041 | |a eng | ||
| 082 | 0 | |a 658.8/3 |2 22 | |
| 245 | 0 | 0 | |a Marketing metrics |b the definitive guide to measuring marketing performance |c Paul W. Farris [and others] |
| 250 | |a 2nd ed. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b FT Press |c 2010 | |
| 300 | |a 1 Online-Ressource (xv, 414 Seiten) |b Illustrationen | ||
| 336 | |a Text |b txt |2 rdacontent | ||
| 337 | |a Computermedien |b c |2 rdamedia | ||
| 338 | |a Online-Ressource |b cr |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 520 | |a It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder | ||
| 546 | |a English. | ||
| 650 | 0 | |a Marketing research | |
| 650 | 0 | |a Marketing |x Mathematical models | |
| 650 | 4 | |a Marketing ; Recherche | |
| 650 | 4 | |a Marketing ; Modèles mathématiques | |
| 650 | 4 | |a Marketing ; Mathematical models | |
| 650 | 4 | |a Marketing research | |
| 650 | 4 | |a Marktforschung | |
| 650 | 4 | |a Werbeerfolgskontrolle | |
| 650 | 4 | |a Verbraucherforschung | |
| 650 | 4 | |a Multidimensionale Skalierung | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Statistieken | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketingforschung | |
| 650 | 4 | |a Mathematisches Modell | |
| 700 | 1 | |a Farris, Paul W. |e MitwirkendeR |4 ctb | |
| 776 | 1 | |z 9780137058297 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 9780137058297 |
| 966 | 4 | 0 | |l DE-91 |p ZDB-30-ORH |q TUM_PDA_ORH |u https://learning.oreilly.com/library/view/-/9780137053094/?ar |m X:ORHE |x Aggregator |z lizenzpflichtig |3 Volltext |
| 912 | |a ZDB-30-ORH | ||
| 912 | |a ZDB-30-ORH | ||
| 951 | |a BO | ||
| 912 | |a ZDB-30-ORH | ||
| 049 | |a DE-91 | ||
Datensatz im Suchindex
| DE-BY-TUM_katkey | ZDB-30-ORH-047453877 |
|---|---|
| _version_ | 1831287116078776320 |
| adam_text | |
| any_adam_object | |
| author2 | Farris, Paul W. |
| author2_role | ctb |
| author2_variant | p w f pw pwf |
| author_facet | Farris, Paul W. |
| building | Verbundindex |
| bvnumber | localTUM |
| collection | ZDB-30-ORH |
| ctrlnum | (DE-627-1)047453877 (DE-599)KEP047453877 (ORHE)9780137053094 |
| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2nd ed. |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03641cam a22006492c 4500</leader><controlfield tag="001">ZDB-30-ORH-047453877</controlfield><controlfield tag="003">DE-627-1</controlfield><controlfield tag="005">20240228114634.0</controlfield><controlfield tag="007">cr uuu---uuuuu</controlfield><controlfield tag="008">191023s2010 xx |||||o 00| ||eng c</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780137053094</subfield><subfield code="9">978-0-13-705309-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0137053096</subfield><subfield code="9">0-13-705309-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1282431943</subfield><subfield code="9">1-282-43194-3</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781282431942</subfield><subfield code="9">978-1-282-43194-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9786612431944</subfield><subfield code="9">9786612431944</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">6612431946</subfield><subfield code="9">6612431946</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0137053142</subfield><subfield code="9">0-13-705314-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780137053148</subfield><subfield code="9">978-0-13-705314-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-627-1)047453877</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)KEP047453877</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ORHE)9780137053094</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-627-1)047453877</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-627</subfield><subfield code="b">ger</subfield><subfield code="c">DE-627</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1=" " ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/3</subfield><subfield code="2">22</subfield></datafield><datafield tag="245" ind1="0" ind2="0"><subfield code="a">Marketing metrics</subfield><subfield code="b">the definitive guide to measuring marketing performance</subfield><subfield code="c">Paul W. Farris [and others]</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2nd ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, N.J.</subfield><subfield code="b">FT Press</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xv, 414 Seiten)</subfield><subfield code="b">Illustrationen</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">Text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">Computermedien</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">Online-Ressource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder</subfield></datafield><datafield tag="546" ind1=" " ind2=" "><subfield code="a">English.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing research</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing</subfield><subfield code="x">Mathematical models</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing ; Recherche</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing ; Modèles mathématiques</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing ; Mathematical models</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing research</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marktforschung</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Werbeerfolgskontrolle</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Verbraucherforschung</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Multidimensionale Skalierung</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Statistieken</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketingforschung</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Mathematisches Modell</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Farris, Paul W.</subfield><subfield code="e">MitwirkendeR</subfield><subfield code="4">ctb</subfield></datafield><datafield tag="776" ind1="1" ind2=" "><subfield code="z">9780137058297</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">9780137058297</subfield></datafield><datafield tag="966" ind1="4" ind2="0"><subfield code="l">DE-91</subfield><subfield code="p">ZDB-30-ORH</subfield><subfield code="q">TUM_PDA_ORH</subfield><subfield code="u">https://learning.oreilly.com/library/view/-/9780137053094/?ar</subfield><subfield code="m">X:ORHE</subfield><subfield code="x">Aggregator</subfield><subfield code="z">lizenzpflichtig</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-ORH</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-ORH</subfield></datafield><datafield tag="951" ind1=" " ind2=" "><subfield code="a">BO</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-ORH</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield></record></collection> |
| id | ZDB-30-ORH-047453877 |
| illustrated | Not Illustrated |
| indexdate | 2025-05-05T13:24:48Z |
| institution | BVB |
| isbn | 9780137053094 0137053096 1282431943 9781282431942 9786612431944 6612431946 0137053142 9780137053148 |
| language | English |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xv, 414 Seiten) Illustrationen |
| psigel | ZDB-30-ORH TUM_PDA_ORH ZDB-30-ORH |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | FT Press |
| record_format | marc |
| spelling | Marketing metrics the definitive guide to measuring marketing performance Paul W. Farris [and others] 2nd ed. Upper Saddle River, N.J. FT Press 2010 1 Online-Ressource (xv, 414 Seiten) Illustrationen Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes bibliographical references and index It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this reference will help readers prove the business value and efficacy of their efforts. Fully updated to reflect the latest techniques, insights, and research, as well as the importance of digital marketing and social media, Marketing Metrics, Second Editionexplains the applications, tradeoffs, and nuances of each metric, and shows exactly how to gain actionable information from the data. For clarity and simplicity, it avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques. This edition covers a wide spectrum of marketing and measurement issues, including: customer perceptions, market share, competitive analysis, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media, web metrics, and much more. It also demonstrates how to use marketing metrics as an "X-ray" to discover leading indicators, and identify crucial new opportunities and challenges. Also included is an entirely new chapter on the systems of metrics that can be used to assess the overall performance of the firm and how marketing initiatives help or hinder English. Marketing research Marketing Mathematical models Marketing ; Recherche Marketing ; Modèles mathématiques Marketing ; Mathematical models Marktforschung Werbeerfolgskontrolle Verbraucherforschung Multidimensionale Skalierung Marketing Statistieken Marketingforschung Mathematisches Modell Farris, Paul W. MitwirkendeR ctb 9780137058297 Erscheint auch als Druck-Ausgabe 9780137058297 |
| spellingShingle | Marketing metrics the definitive guide to measuring marketing performance Marketing research Marketing Mathematical models Marketing ; Recherche Marketing ; Modèles mathématiques Marketing ; Mathematical models Marktforschung Werbeerfolgskontrolle Verbraucherforschung Multidimensionale Skalierung Marketing Statistieken Marketingforschung Mathematisches Modell |
| title | Marketing metrics the definitive guide to measuring marketing performance |
| title_auth | Marketing metrics the definitive guide to measuring marketing performance |
| title_exact_search | Marketing metrics the definitive guide to measuring marketing performance |
| title_full | Marketing metrics the definitive guide to measuring marketing performance Paul W. Farris [and others] |
| title_fullStr | Marketing metrics the definitive guide to measuring marketing performance Paul W. Farris [and others] |
| title_full_unstemmed | Marketing metrics the definitive guide to measuring marketing performance Paul W. Farris [and others] |
| title_short | Marketing metrics |
| title_sort | marketing metrics the definitive guide to measuring marketing performance |
| title_sub | the definitive guide to measuring marketing performance |
| topic | Marketing research Marketing Mathematical models Marketing ; Recherche Marketing ; Modèles mathématiques Marketing ; Mathematical models Marktforschung Werbeerfolgskontrolle Verbraucherforschung Multidimensionale Skalierung Marketing Statistieken Marketingforschung Mathematisches Modell |
| topic_facet | Marketing research Marketing Mathematical models Marketing ; Recherche Marketing ; Modèles mathématiques Marketing ; Mathematical models Marktforschung Werbeerfolgskontrolle Verbraucherforschung Multidimensionale Skalierung Marketing Statistieken Marketingforschung Mathematisches Modell |
| work_keys_str_mv | AT farrispaulw marketingmetricsthedefinitiveguidetomeasuringmarketingperformance |