Marketing metrics

With the economic development, the market environment has become more complicated. How to make marketing activities achieve good results and how to solve the problem that marketing activities are difficult to quantify scientifically. This book provides clear and clear answers to theoretical researchers and market practitioners. This book summarizes and uses the quantitative indicators of marketing to provide scientific guidance for managers to effectively use information in practice, and provides guidelines, methods, and notes.

More and more marketing managers and senior managers recognize the importance of quantifying marketing. Unfortunately, only a few managers know how to use quantitative indicators to analyze the effectiveness of marketing strategies and the dynamic changes in the market.

The book systematically introduces today's most valuable marketing quantification indicators, clearly shows how to use these tools, observes marketing dynamics from multiple angles, accurately identifies market opportunities, formulates optimal marketing decisions, and maximizes the return on marketing investment. . The collection of tools covers all aspects of marketing such as promotional strategies, advertising and analytics, consumer perception, market share, gross margin and pricing, products and combinations.

The second edition of the book not only explains essential marketing metrics such as sales margins and brand replacement rates, but also adds some new key indicators such as social marketing and brand equity. This book guides readers more comprehensively and authoritatively to define, construct, and use quantitative indicators that marketers will encounter on a daily basis. It is believed that those companies that have in-depth understanding of the internal links of various quantitative indicators will eventually gain a huge competitive advantage.