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

Auteur : Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
Éditeur: Upper Saddle River, New Jersey : Pearson Education, Inc., [2016] ©2016
Édition/format:   Livre électronique : Document : Anglais : Third editionVoir toutes les éditions et tous les formats
Résumé:
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: -  Lire la suite...
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Genre/forme: Electronic books
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Format – détails additionnels: Print version:
(OCoLC)921927520
Type d’ouvrage: Document, Ressource Internet
Type de document: Ressource Internet, Fichier d'ordinateur
Tous les auteurs / collaborateurs: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
Numéro OCLC: 1005342246
Description: 1 online resource
Contenu: 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
Autres titres: Manager's guide to measuring marketing performance
Responsabilité: Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

Résumé:

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.

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