Marketing Metrics (4^th Ed.) Pearson Business Analytics Series

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's 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 standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. 

Whatever your marketing role,  Marketing Metrics will help you choose the right metrics for every

task--and capture data that is valid, reliable, and actionable.

Neil T. Bendle is an Associate Professor of Marketing at the Ivey Business School, Western University, Canada. His research includes measuring marketing performance, understanding the accounting/marketing interface, and the impacts of non-standard decision making in commercial and political markets using evolutionary game theory and behavioral economics. He chairs the Marketing Accountability Standards Board’s advisory board, blogs weekly on decision-making and management at www.neilbendle.com, co-authored the cartoon book Behavioural Economics for Kids, and was once responsible for measuring the success of marketing campaigns for the British Labour Party.

Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. Farris has published in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He has served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute; and consulted with clients including Apple, IBM, Procter & Gamble, and Unilever.

Phillip E. Pfeifer, Richard S. Reynolds Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, has written or co-written 50 journal articles, more than 80 Darden cases and several textbooks, and has received the Wachovia Award for Distinguished Case Writer. His research focuses on direct marketing and decision modeling. Prior to joining the Darden faculty in 1980, he was a research engineer at the Georgia Institute of Technology. He was also a visiting professor at the Ste