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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (3rd Edition)
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Review
"In its first two editions, I’ve found it to be the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. It’s a book I keep handy on my shelf and refer to frequently. As marketing continues to rapidly evolve, Marketing Metrics continues to stay at the cutting edge. This third edition updates and adds more detail on a number of the key metrics, including brand metrics and ROI. Given the increasing importance of online and social metrics, this new edition now dedicates a chapter to them separate from traditional advertising metrics. Herein you will also find a section about the metrics for the emerging area of neuro-marketing."–Jim Lecinski, Vice President, Americas Customer Solutions, Google "Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them." –Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation. Updated version of Strategy + Business “2006 Best Books in Marketing award winner”
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About the Author
Neil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. He has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. He was responsible for measuring the success of marketing campaigns for the British Labour Party. 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. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Professor Farris’s research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. He has published many articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing improved techniques for integrating marketing and financial metrics and is coauthor of several books, including The Profit Impact of Marketing Strategy Project: Retrospect and Prospects. Farris’s consulting clients have ranged from Apple and IBM to Procter & Gamble and Unilever. He has also served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute. Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. In addition to academic articles and a textbook, Mr. Pfeifer is a prolific case writer, having been recognized in 2004 as the Darden School’s faculty leader in terms of external case sales, and in 2008 with a Wachovia Award for Distinguished Case Writer. His teaching has won student awards and has been recognized in Business Week’s Guide to the Best Business Schools. Recent consulting clients include Circuit City, Procter & Gamble, and CarMax. 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. In 1999-2001, Dave took a leave of absence from academia to serve as the Executive Director of the Marketing Science Institute. 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 has a radio show, Measured Thoughts with Dave Reibstein, on SiriusXM Radio.
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Product details
Hardcover: 464 pages
Publisher: Pearson FT Press; 3 edition (September 6, 2015)
Language: English
ISBN-10: 0134085965
ISBN-13: 978-0134085968
Product Dimensions:
7.4 x 1.4 x 9.4 inches
Shipping Weight: 1.6 pounds (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
15 customer reviews
Amazon Best Sellers Rank:
#42,583 in Books (See Top 100 in Books)
Marketing Metrics (Farris et al.) is an indispensable reference book for marketers of all levels. I think it will also be of great value to marketing researchers on the agency side, who are often isolated from the actual marketing decision-making process.
I have read previous editions of this book. This latest version is great for those who do online research as well.
great quality print
Good reference book!
This is a very detailed view of metrics and their use. It's heavy reading and really a reference book for non-marketing types like me. If I were a professional marketer, it would be a 5-star. In my case, this is useful to help find the right metrics to measure the business processes needed to align sales and marketing. It's a great reference for my purpose.
I am a marketing researcher by trade. This is an awesome reference book, covers some good basics. Doesn't get too unique or interesting "new" stuff but does try and cover a lot and does a good job too. The book jumps around a lot and doesn't get into question wording or scales. It covers basic implicit, passive and active metrics and analysis in the end you have a awesome reference book to keep
I don't write reviews, but this book deserves some. It's one of the best books I've read about measuring, formulas and academic teaching in business without n examples about companies who succeeded. A must read
In today's data and measurement rich marketing environment, this book is an absolute must-have for marketers at all levels. It is the most comprehensive single source of information on all the important things a smart marketer would want to track, with helpful tips about how to use them. It is encyclopedic in coverage, yet it is so much more fun to read than an encyclopedia. You can leaf through the whole book and learn a ton, and then you find yourself (at least I do!) going back again and again to refer to specific metrics. Its a must-read book, but its even more valuable as a desk-reference. I have one copy at school and another in my home office. And I've given up on trying to return it to the book shelf -- I use it so often that it sits within easy reach on my table most of the time. And, I'm really delighted to see how much new stuff the authors have added in this newest edition -- on topics from online and mobile to neuroscience.Kusum Ailawadi
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