Transcription of Marketing Metrics: The Definitive Guide to Measuring …
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Marketing Metrics: The Definitive Guide to Measuring …
Marketing METRICSSECOND EDITIONThis page intentionally left blank MARKETINGMETRICSSECOND EDITIONTHE Definitive Guide TOMEASURING MARKETINGPERFORMANCEPaul W. FarrisNeil T. Bendle Phillip E. PfeiferDavid J. ReibsteinVice President, Publisher: Tim MooreAssociate Publisher and Director of Marketing : Amy NeidlingerExecutive Editor: Jeanne GlasserEditorial Assistant: Myesha GrahamOperations Manager: Gina KanouseSenior Marketing Manager: Julie PhiferPublicity Manager: Laura CzajaAssistant Marketing Manager: Megan ColvinCover Designer: Chuti PrasertsithManaging Editor: Kristy HartSenior Project Editor: Lori LyonsCopy Editor: Geneil BreezeProofreader: Debbie WilliamsSenior Indexer: Cheryl LenserCompositor: Nonie RatcliffManufacturing Buyer.
In this context, marketing decisions are often made without the information, expertise, and measurable feedback needed. As Procter & Gamble’s Chief Marketing Officer has said, “Marketing is a $450 billion industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of our business.”
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