$55.00
3 in stock
Marketing Metrics will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply todays 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 standardisation in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.
Phillip E. Pfeifer, Richard S. Reynolds Professor Emeritus of Business Administration at the Darden Graduate Business School, specialises in direct/interactive marketing. He has published a popular MBA textbook and more than 40 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting.
Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. Dave has been on the Wharton faculty for more than two decades. He was the Vice Dean of the Wharton School and Director of the Wharton Graduate Division. He previously taught at Harvard and was a Visiting Professor at Stanford, INSEAD, and ISB (in India). Dave was the Chairman of the American Marketing Association. He was the host of a radio show, ‘Measured Thoughts with Dave Reibstein,’ on SiriusXM Radio. He has more than 50 articles published in top journals and has consulted and/or presented in more than 30 countries. He has presented his research at the World Economic Forum in Davos, Switzerland.
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