Marketing Metrics, 4/e (Paperback) (行銷指標（第4版）)

現在更新了新技術和更多實用的見解，這是關於當今最有價值的市場營銷指標的權威指南。四位領先的市場研究人員幫助您選擇適合每個挑戰的正確指標，並使用模型和儀表板將數字轉化為真正的管理洞察力。《市場營銷指標：衡量市場營銷績效的權威指南，第四版》現在包括：

- 解決衡量贊助價值的重要但具有挑戰性問題的解決方案
- 在複雜的全通路市場營銷環境中，即時涵蓋績效衡量和銷售歸因
- 广告支出回報率和其他高級指標
- 財務市場、會計和市場營銷指標之間的聯繫
- 營銷人員可以用來影響或參與高層決策的定量技術
- 市場營銷衡量和品牌評估方面的市場營銷責任標準委員會（MASB）和ISO的進展
- 衡量市場營銷績效和投資回報率的其他最新進展

作者展示了如何使用市場營銷儀表板從多個角度查看市場動態，最大限度地提高準確性，並“三角測量”以獲得最佳解決方案。您將發現幾乎每個市場營銷方面的高價值指標：促銷策略、廣告和分銷；客戶感知；市場份額；競爭對手的實力；利潤和價格；產品和組合；客戶利潤率；銷售團隊、渠道等等。對於每個指標，作者提供了現實世界中的優點、缺點和權衡，並幫助您理解數字的真正含義。最後但並非最不重要的是，他們向您展示如何建立全面的模型來支持計劃，並優化您做出的每個市場營銷決策。

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 Stevens Institute of Technology (2010) and the University of Notre Dame (2012).
Dr. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania. He 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. He served for two years as Executive Director of the Marketing Science Institute; taught at Harvard; was a Visiting Professor at Stanford, INSEAD, and ISB (in India); and chaired the American Marketing Association. His radio show, Measured Thoughts with Dave Reibstein, appears on SiriusXM Radio.

Neil T. Bendle是加拿大西安大略大學艾維商學院的市場營銷副教授。他的研究領域包括衡量市場營銷績效、理解會計/營銷界面，以及使用演化博弈理論和行為經濟學研究商業和政治市場中非標準決策的影響。他是行銷責任標準委員會諮詢委員會的主席，每週在www.neilbendle.com上撰寫有關決策和管理的博客，合著了卡通書《行為經濟學給孩子們》，並曾負責衡量英國工黨的營銷活動的成功。

Paul W. Farris是維吉尼亞大學達登研究生商學院的Landmark Communications商業管理名譽教授，自1980年以來一直在該校任教。他曾在哈佛商學院任教，他的研究成果包括有關零售實力、廣告效果測量和營銷預算的獲獎文章。Farris在《哈佛商業評論》、《市場營銷學》、《廣告研究學》和《市場科學》等期刊上發表過文章。他曾在製造商和零售商的董事會任職，並擔任過行銷科學研究所的學術董事；並曾為蘋果、IBM、寶潔和聯合利華等客戶提供咨詢服務。

Phillip E. Pfeifer是維吉尼亞大學達登研究生商學院的Richard S. Reynolds商業管理名譽教授。他已經撰寫或合著了50篇期刊文章、80多個達登案例和幾本教科書，並獲得了華科維亞傑出案例作家獎。他的研究重點是直接營銷和決策建模。在1980年加入達登教職之前，他曾在喬治亞理工學院擔任研究工程師。他還曾在史蒂文斯理工學院（2010年）和聖母大學（2012年）擔任訪問教授。

Dr. David J. Reibstein是賓夕法尼亞大學沃頓商學院的William S. Woodside教授和市場營銷教授。他在沃頓商學院任教超過二十年。他曾擔任沃頓商學院副院長和沃頓研究生部主任。他曾擔任行銷科學研究所的執行主任兩年；在哈佛任教；在斯坦福、INSEAD和ISB（印度）擔任訪問教授；並擔任過美國行銷學會主席。他的廣播節目《帶著Dave Reibstein的量化思考》在SiriusXM Radio上播出。