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

저자: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
출판사: Upper Saddle River, New Jersey : Pearson Education, Inc., [2016] ©2016
판/형식:   전자도서 : 문서 : 영어 : Third edition모든 판과 형식 보기
요약:
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: -  더 읽기…
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장르/형태: Electronic books
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추가적인 물리적 형식: Print version:
(OCoLC)921927520
자료 유형: 문서, 인터넷 자료
문서 유형 인터넷 자원, 컴퓨터 파일
모든 저자 / 참여자: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
OCLC 번호: 1005342246
설명: 1 online resource
내용: 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
다른 제목 Manager's guide to measuring marketing performance
책임: Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

초록:

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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