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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) [Hardcover] Paperback – 2010

36 customer reviews

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Product Details

  • Paperback
  • Publisher: PFTP (2010)
  • ASIN: B004JOXE9C
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #764,619 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

19 of 20 people found the following review helpful By V. K. Lee on October 4, 2010
Format: Hardcover Verified Purchase
I'm a career marketing executive with 13 years of experience currently working as a Director of Marketing and Analytics for a VC-backed firm. This book is invaluable to me at our firm as we take a deep dive into our own data and attempt to build custom metrics and KPIs. This book provides insightful frameworks into how intelligent metrics are mathematically constructed, along with discussing their assumptions and limitations.

The writing is succinct, and the organization of this book appeals to one's intelligence and time. You don't have to read this book cover to cover! The table of contents in such a wonderful and simple fashion breaks down the book into the major subcategories of Marketing, such as Product and Portfolio Development. Each chapter first outlines and summaries major relevant metrics, and then discusses each in detail complete with theorems, assumptions, considerations, and weaknesses.

Every intelligent, ambitious, and professional executive must own this book. It gives you a rare balance of academic and practical rigor. If you don't see metrics that can help your business, then you can borrow its notions into how some of the most influential KPIs are constructed and then use those frameworks to exploit your own intelligence issues.

This is a great reference book, and it has a special place on my bookshelf at work. You don't have to be an academic to understand this book. If you are patient with this book, you will see what a gem this is. 5 stars.

Disclosure: I am neither a student, nor do I know any of the authors of this book.
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17 of 20 people found the following review helpful By Tezza on January 22, 2011
Format: Hardcover Verified Purchase
The book is both an overview and a detailed discussion of every marketing metric you'd ever want to know.

I had studied some of the concepts in a business school course and throughout reading various literature, however it's nice to have the information all in one spot like a handy reference.

Unfortunately the metrics don't apply well to new media - for instance there is only one metric for social networking.

Probably a good follow on to this book would be the impact on smart phone apps, social networking, etc. etc. and relevant marking metrics.

I gave it four stars because I think it's an excellent compendium but I wouldn't say the earth moved for me as a result of reading it.
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5 of 6 people found the following review helpful By Midwest Book Review on April 17, 2010
Format: Hardcover
Objectivity is something hard to find, even in numbers. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" is a guide to understanding the many measures of success in today's world and how to cut through spins and other word plays to best understand the real facts and numbers of business. It covers how to use these numbers to revise one's business strategy to meet these numbers, and the new and updated edition offers more facts and references to use in formulating one's own marketing plan. "Marketing Metrics" is a reference any marketer should have on hand.
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2 of 2 people found the following review helpful By Craig Cunningham on August 12, 2013
Format: Hardcover Verified Purchase
Very detailed, well written and helpful.

Simple explanations to complex issues. Very through. Helpful to establish marketing strategy, built around the right metrics.
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2 of 2 people found the following review helpful By Amazon Customer on April 9, 2013
Format: Kindle Edition Verified Purchase
If you track marketing metrics in your job, are starting a marketing firm, or need to know how to track metrics this is the go to book. Lots of helpful and inciteful information.
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4 of 5 people found the following review helpful By steop22 on April 28, 2012
Format: Hardcover Verified Purchase
Selected this book as required textbook for the course "Financial Analysis for Marketing Decisions".
Johns Hopkins Carey School of Business, Graduate MBA Program.
Adjunct Faculty
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3 of 4 people found the following review helpful By Marian B. Wood on February 4, 2012
Format: Hardcover
You can't manage it if you can't measure it--and this authoritative book details metrics for every aspect of marketing, from profit margins and product portfolios to pricing, promotion, and the Web. Although I was a fan of the 1st edition, the 2nd edition is even more useful because it covers standard metrics for online communications. Especially strong: The chapter on pricing strategy, which explains a variety of calculations and measures for making good pricing decisions. In short, this book is a must-have reference for every marketing manager.
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1 of 1 people found the following review helpful By Ross Dorothy on November 22, 2013
Format: Hardcover Verified Purchase
Great book, a little complex for entry level marketing research. It feels like a textbook a masters degree student in Marketing might have read. If you're new to marketing and looking for a good book on understanding metrics and how to quantitatively measure marketing performance or perform market assessment it's a great source of information.
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