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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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Farris, Paul W.
Format: Electronic eBook
Language:Inglés
Published: Upper Saddle River, N.J. : FT Press, ©2010.
Edition:2nd ed.
Subjects:
Marketing research.
Marketing > Mathematical models.
Marketing > Recherche.
Marketing > Modèles mathématiques.
Marktforschung
Werbeerfolgskontrolle
Verbraucherforschung
Multidimensionale Skalierung
Marketing.
Statistieken.
Marketingforschung.
Mathematisches Modell.
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • 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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