Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
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 manag...
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| Kolejni autorzy: | , , |
| Format: | Książka |
| Język: | angielski |
| Wydane: |
New Delhi
Pearson Education India Pvt. Ltd.
2017
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| Wydanie: | 3rd ed. |
| Hasła przedmiotowe: | |
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| Streszczenie: | 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. In Marketing Metrics: The Manager's Guide to Measuring Marketing Performance Third Edition, the authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. There are high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more. |
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| Opis fizyczny: | xv, 439 p. |
| ISBN: | 9789332578050 |