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

Autore: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
Pubblicazione: Upper Saddle River, New Jersey : Pearson Education, Inc., [2016] ©2016
Edizione/Formato:   eBook : Document : English : Third editionVedi tutte le edizioni e i formati
Sommario:
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: -  Per saperne di più…
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Dettagli

Genere/formato: Electronic books
Statistics
Informazioni aggiuntive sul formato: Print version:
(OCoLC)921927520
Tipo materiale: Document, Risorsa internet
Tipo documento Risorsa Internet, Computer file
Tutti gli autori / Collaboratori: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
Numero OCLC: 1005342246
Descrizione: 1 online resource
Contenuti: 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
Altri titoli: Manager's guide to measuring marketing performance
Responsabilità: Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

Sinossi:

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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