omitir hasta el contenido
Marketing metrics : the manager's guide to measuring marketing performance Ver este material de antemano
CerrarVer este material de antemano
Chequeando…

Marketing metrics : the manager's guide to measuring marketing performance

Autor: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
Editorial: Upper Saddle River, New Jersey : Pearson Education, Inc., [2016] ©2016
Edición/Formato:   Libro-e : Documento : Inglés (eng) : Third editionVer todas las ediciones y todos los formatos
Resumen:
Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, Third Edition now contains: -  Leer más
Calificación:

(todavía no calificado) 0 con reseñas - Ser el primero.

Temas
Más materiales como éste

Encontrar un ejemplar en línea

Enlaces a este material

Encontrar un ejemplar en la biblioteca

&AllPage.SpinnerRetrieving; Encontrando bibliotecas que tienen este material…

Detalles

Género/Forma: Electronic books
Statistics
Formato físico adicional: Print version:
(OCoLC)921927520
Tipo de material: Documento, Recurso en Internet
Tipo de documento Recurso internet, Archivo de computadora
Todos autores / colaboradores: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
Número OCLC: 1005342246
Descripción: 1 online resource
Contenido: Acknowledgments ix About the Authors xi Foreword xiii Foreword to Third Edition xv 1: INTRODUCTION 1 2: SHARE OF HEARTS, MINDS, AND MARKETS 17 3: MARGINS AND PROFITS 67 4: PRODUCT AND PORTFOLIO MANAGEMENT 111 5: CUSTOMER PROFITABILITY 157 6: SALES FORCE AND CHANNEL MANAGEMENT 185 7: PRICING STRATEGY 225 8: PROMOTION 271 9: ADVERTISING METRICS 295 10: ONLINE, EMAIL, AND MOBILE METRICS 325 11: MARKETING AND FINANCE 363 12: THE MARKETING METRICS X-RAY AND TESTING 383 13: SYSTEM OF METRICS 401 Bibliography 417 Endnotes 421 Index 429
Otros títulos: Manager's guide to measuring marketing performance
Responsabilidad: Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

Resumen:

Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, Third Edition now contains: - Important new coverage of intangible assets- A rigorous and practical discussion of quantifying the value of information- More detail on measuring brand equity- A complete separate chap.

Reseñas

Reseñas contribuidas por usuarios
Recuperando reseñas de GoodReads…
Recuperando reseñas de DOGObooks…

Etiquetas

Ser el primero.
Confirmar este pedido

Ya ha pedido este material. Escoja OK si desea procesar el pedido de todos modos.

Datos enlazados


\n\n

Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/1005342246<\/a>> # Marketing metrics : the manager\'s guide to measuring marketing performance<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a>, schema:Book<\/a>, schema:MediaObject<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"1005342246<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/nju<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/performance_measurement<\/a>> ; # Performance--Measurement<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_management<\/a>> ; # BUSINESS & ECONOMICS--Management<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.83\/e23\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_management_science<\/a>> ; # BUSINESS & ECONOMICS--Management Science<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_industrial_management<\/a>> ; # BUSINESS & ECONOMICS--Industrial Management<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_organizational_behavior<\/a>> ; # BUSINESS & ECONOMICS--Organizational Behavior<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing_research_statistical_methods<\/a>> ; # Marketing research--Statistical methods<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing<\/a>> ; # Marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing_mathematical_models<\/a>> ; # Marketing--Mathematical models<\/span>\n\u00A0\u00A0\u00A0\nschema:alternateName<\/a> \"Manager\'s guide to measuring marketing performance<\/span>\" ;\u00A0\u00A0\u00A0\nschema:author<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/bendle_neil_t<\/a>> ; # Neil T. Bendle<\/span>\n\u00A0\u00A0\u00A0\nschema:author<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/farris_paul_w<\/a>> ; # Paul W. Farris<\/span>\n\u00A0\u00A0\u00A0\nschema:author<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/reibstein_david_j<\/a>> ; # David J. Reibstein<\/span>\n\u00A0\u00A0\u00A0\nschema:author<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/pfeifer_phillip_edward_1951<\/a>> ; # Phillip Edward Pfeifer<\/span>\n\u00A0\u00A0\u00A0\nschema:bookEdition<\/a> \"Third edition.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> schema:EBook<\/a> ;\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2016<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"Now updated with new techniques and even more practical insights, this is the definitive guide to today\'s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager\'s Guide to Measuring Marketing Performance, Third Edition now contains: - Important new coverage of intangible assets- A rigorous and practical discussion of quantifying the value of information- More detail on measuring brand equity- A complete separate chap.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/10201279506<\/a>> ;\u00A0\u00A0\u00A0\nschema:genre<\/a> \"Electronic books<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:genre<\/a> \"Statistics<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isSimilarTo<\/a> <http:\/\/www.worldcat.org\/oclc\/921927520<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing metrics : the manager\'s guide to measuring marketing performance<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"1005342246<\/span>\" ;\u00A0\u00A0\u00A0\nschema:url<\/a> <https:\/\/public.ebookcentral.proquest.com\/choice\/publicfullrecord.aspx?p=5133244<\/a>> ;\u00A0\u00A0\u00A0\nschema:url<\/a> <https:\/\/search.ebscohost.com\/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1601803<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780134086125<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/1005342246<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Related Entities<\/h3>\n
<http:\/\/dewey.info\/class\/658.83\/e23\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/bendle_neil_t<\/a>> # Neil T. Bendle<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Bendle<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Neil T.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Neil T. Bendle<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/farris_paul_w<\/a>> # Paul W. Farris<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Farris<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Paul W.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Paul W. Farris<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/pfeifer_phillip_edward_1951<\/a>> # Phillip Edward Pfeifer<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:birthDate<\/a> \"1951<\/span>\" ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Pfeifer<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Phillip Edward<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Phillip Edward Pfeifer<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Person\/reibstein_david_j<\/a>> # David J. Reibstein<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Reibstein<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"David J.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"David J. Reibstein<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_industrial_management<\/a>> # BUSINESS & ECONOMICS--Industrial Management<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"BUSINESS & ECONOMICS--Industrial Management<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_management<\/a>> # BUSINESS & ECONOMICS--Management<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"BUSINESS & ECONOMICS--Management<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_management_science<\/a>> # BUSINESS & ECONOMICS--Management Science<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"BUSINESS & ECONOMICS--Management Science<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/business_&_economics_organizational_behavior<\/a>> # BUSINESS & ECONOMICS--Organizational Behavior<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"BUSINESS & ECONOMICS--Organizational Behavior<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing<\/a>> # Marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing_mathematical_models<\/a>> # Marketing--Mathematical models<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing--Mathematical models<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/marketing_research_statistical_methods<\/a>> # Marketing research--Statistical methods<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing research--Statistical methods<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/10201279506#Topic\/performance_measurement<\/a>> # Performance--Measurement<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Performance--Measurement<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/nju<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"nju<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780134086125<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0134086120<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780134086125<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/oclc\/921927520<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"Print version:<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isSimilarTo<\/a> <http:\/\/www.worldcat.org\/oclc\/1005342246<\/a>> ; # Marketing metrics : the manager\'s guide to measuring marketing performance<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n