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"In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover 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 and channels; and more. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make."--Publisher description.
Zakup książki
Marketing Metrics, Paul W. Farris
- Język
- Rok wydania
- 2010
- Oprawa
- (twarda)
Metody płatności
Brakuje nam tutaj Twojej recenzji.
- Tytuł
- Marketing Metrics
- Podtytuł
- The Definitive Guide to Measuring Marketing Performance
- Język
- angielski
- Autorzy
- Paul W. Farris
- Wydawca
- Pearson Education
- Rok wydania
- 2010
- Oprawa
- twarda
- Liczba stron
- 431
- ISBN10
- 0137058292
- ISBN13
- 9780137058297
- Seria
- Tagi
- Biznes, Marketing i PR
- Ocena
- 3,65 z 5
- Opis
- "In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover 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 and channels; and more. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make."--Publisher description.