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

著者: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
出版商: Upper Saddle River, New Jersey : Pearson Education, Inc., [2016] ©2016
版本/格式:   电子图书 : 文献 : 英语 : Third edition查看所有的版本和格式
提要:
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: -  再读一些...
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类型/形式: Electronic books
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附加的形体格式: Print version:
(OCoLC)921927520
材料类型: 文献, 互联网资源
文档类型 互联网资源, 计算机文档
所有的著者/提供者: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
OCLC号码: 1005342246
描述: 1 online resource
内容: 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
其他题名: Manager's guide to measuring marketing performance
责任: Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

摘要:

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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