Marketing metrics : the definitive guide to measuring marketing performance /

It is essential for marketers and their business colleagues to receive a return on every marketing investment that is made. This widely-praised reference has established itself as the definitive guide to choosing the right metrics and using them effectively. The 50+ metrics provided in this referenc...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Farris, Paul W.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Upper Saddle River, N.J. : FT Press, ©2010.
Edición:2nd ed.
Temas:
Marketing research.
Marketing > Mathematical models.
Marketing > Recherche.
Marketing > Modèles mathématiques.
Marktforschung
Werbeerfolgskontrolle
Verbraucherforschung
Multidimensionale Skalierung
Marketing.
Statistieken.
Marketingforschung.
Mathematisches Modell.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Introduction
  • Share of hearts, minds, and markets
  • Margins and profits
  • Product and portfolio management
  • Customer profitability
  • Sales force and channel management
  • Pricing strategy
  • Promotion
  • Advertising media and web metrics
  • Marketing and finance
  • The marketing metrics X-ray
  • System of metrics.

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