Marketing Metrics, 4/e (Paperback)
暫譯: 行銷指標，第4版 (平裝本)

現在更新了新技術和更實用的見解，這是當今最有價值的行銷指標的權威指南。四位領先的行銷研究者幫助您為每個挑戰選擇合適的指標，並使用模型和儀表板將數字轉化為真正的管理見解。行銷指標：衡量行銷績效的權威指南，第4版 現在包含：

• 針對衡量贊助價值這一關鍵但具挑戰性的問題的解決方案


• 對於複雜的全通路行銷環境中績效衡量和銷售歸因的最新報導


• 廣告支出回報率及其他先進指標


• 金融市場、會計與行銷指標之間的聯繫


• 行銷人員可以用來影響或參與高層決策的定量技術


• 行銷問責標準委員會（MASB）和ISO在行銷衡量和品牌評估方面的進展


• 其他最近在量化行銷績效和投資回報率方面的進展

作者展示了如何使用行銷儀表板從多個角度查看市場動態，最大化準確性，並進行「三角測量」以達到最佳解決方案。您將發現幾乎每個行銷面向的高價值指標：促銷策略、廣告和分銷；客戶感知；市場佔有率；競爭者的實力；利潤率和定價；產品和產品組合；客戶獲利能力；銷售團隊、渠道等。

對於每個指標，作者提供了現實世界中的優缺點和權衡，並幫助您理解數字的真正含義。最後但同樣重要的是，他們展示了如何建立全面的模型來支持規劃，並優化您所做的每一個行銷決策。

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.

尼爾·T·本德爾是加拿大西安大略大學艾維商學院的行銷副教授。他的研究包括衡量行銷績效、理解會計與行銷的介面，以及利用演化博弈論和行為經濟學研究非標準決策在商業和政治市場中的影響。他擔任行銷問責標準委員會的顧問委員會主席，每週在 www.neilbendle.com 上撰寫有關決策和管理的部落格，並共同撰寫了漫畫書《兒童行為經濟學》，曾負責衡量英國工黨行銷活動的成功。

保羅·W·法里斯是維吉尼亞大學達登研究生商學院的地標通訊名譽教授，自1980年以來一直在該校任教。此前，他曾在哈佛商學院任教，他的研究產出了獲獎文章，涉及零售權力、廣告效果的衡量和行銷預算。法里斯曾在《哈佛商業評論》、《行銷期刊》、《廣告研究期刊》和《行銷科學》等期刊上發表文章。他曾在製造商和零售商的董事會任職，並擔任行銷科學研究所的學術受託人；並與包括蘋果、IBM、寶潔和聯合利華等客戶進行諮詢。

菲利普·E·派費爾是維吉尼亞大學達登研究生商學院的理查德·S·雷諾茲名譽教授，已撰寫或共同撰寫50篇期刊文章、超過80個達登案例和幾本教科書，並獲得沃喬維亞傑出案例作家獎。他的研究專注於直接行銷和決策建模。在1980年加入達登教職之前，他曾是喬治亞理工學院的研究工程師。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。

大衛·J·雷布斯坦博士是賓夕法尼亞大學沃頓商學院的威廉·S·伍德賽德教授及行銷教授。他在沃頓教職已超過二十年。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董事兩年；在哈佛任教；曾在斯坦福、INSEAD和印度商學院擔任訪問教授；並擔任美國行銷協會的主席。他的廣播節目《與大衛·雷布斯坦的測量思考》在SiriusXM廣播上播出。