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

作者: 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:   電子書 : 文獻 : 英語 : Third edition所有版本和格式的總覽
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: -  再讀一些...
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類型/形式: Electronic books
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其他的實體格式: Print version:
(OCoLC)921927520
資料類型: 文獻, 網際網路資源
文件類型 網際網路資源, 電腦檔案
所有的作者/貢獻者: Neil T Bendle; Paul W Farris; Phillip Edward Pfeifer; David J Reibstein
ISBN: 9780134086125 0134086120
OCLC系統控制編碼: 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
其他題名: Manager's guide to measuring marketing performance
責任: 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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