营销绩效 MARKETING METRICS
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作者： Paul W. Farris著
出 版 社： 上海科学技术文献出版社
出版时间： 2006-4-1字数：版次： 1页数： 359印刷时间： 2006/04/01开本： 32开印次： 1纸张： 胶版纸I S B N ： 9780131873704包装： 精装编辑推荐
作者简介：
Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris’ research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the Harvard Business Review, Journal of Marketing, Journal of Retailing, and Marketing Science. Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including Advertising Budgeting: A Report from the Field. Farris’ consulting clients range from Procter & Gamble, to Apple and IBM. Before moving to Virginia, he taught marketing at the Harvard Business School and also has worked in product management for Unilever, Germany and account management for the LINTAS advertising agency. He is a current and past board member for several U.S and international companies.
内容简介
Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.
目录
Acknowledgments
About the Authors
Foreword
1 INTRODUCTION
2 SHARE OF HEARTS, MINDS, AND MARKETS
3 MARGINS AND PROFITS
4 PRODUCT AND PORTFOLIO MANAGEMENT
5 CUSTOMER PROFITABILITY
6 SALES FORCE AND CHANNEL MANAGEMENT
7 PRICING STRATEGY
8 PROMOTION
9 ADVERTISING MEDIA AND WEB METRICS
10 MARKETING AND FINANCE
11 THE MARKETING METRICS X-RAY
Bibliography
Endnotes
Index
