3 Review(s)

For students taking courses in Marketing Research and Marketing Management. Marketing Metrics shows how to maximize effectiveness and ensure accountability for every dime spent on Marketing.  This definitive guide to state of the art marketing metrics creates a "dashboard" that shows exactly how to get the most for all money spent on all marketing goals. Salient Features Marketing Metrics shows how to maximize effectiveness and ensure accountability for every dime spent on Marketing.  This definitive guide to state of the art marketing metrics creates a "dashboard" that shows exactly how to get the most for all money spent on all marketing goals. Q:  "How theoretical are your marketing research courses?" Comprehensive- The authors present comprehensive perspectives written in simple language.   They introduce today's most valuable marketing metrics, showing exactly how to use them to maximize marketing return on investment and identify the best new opportunities for profit.  Students will learn to optimize the way they measure business activities and results in order to grow business.  Authors present a structural framework to present students with a broad range of information on marketing metrics. Q:  "How do you provide your students with more up-to-date information on trends in marketing research and marketing management?" Mix investments and other important trends- This is the definitive guide to state of the art metrics!  Marketing is under pressure to get the right metrics for predicting and influening mix-investments.  This text offers simple and clear ways to develop metrics that are easy for all marketing decision makers to understand.    This text links marketing to enterprise financial metrics. Q:  "How can your students better prepare for a career in marketing metrics/marketing research?" Wide variety of topics- Students can 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 and channels; and more. Differentiation- In coming years, few marketers will rise to senior levels without deep fluency in marketing metrics. Marketing Metrics is the fastest, easiest way to gain that fluency-and differentiate your students in a challenging environment.  The text also includes advanced measurement techniques few marketers have enountered. Q:  "How much advanced math is required for your course?" Easy to understand- All examples in this text use simple math that can be completed by hand or in basic Excel spreadsheets.  This allows a more time for skill development and discussions on topics that will be relevant to application of marketing metrics. Q:  "How does your current text present marketing metrics?" 4 authors- The four authors of this text come from very different backgrounds in both research and applied principles of marketing metrics.  The text presents real-world examples from different perpectives and experienced experts.  This fusion of real-world examples and research based perspectives makes this text the most informed in marketing metrics publications.   Plus, this text covers metrics that can be used to support all marketing goals.