Marketing Metrics, 4th Edition

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Introduction

Data-based marketing swept through the business world and was followed by the era of big data. Measurable performance and accountability have become the keys to marketing success. However, even now, few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each.

In the early years of the millennium, we recognized that marketers, general managers, and business students needed a comprehensive, practical reference on the metrics used to judge marketing programs and quantify their results. This book was the result and seeks to provide that reference. This is now the fourth edition of the book, and we continue to wish our readers ...