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Marketing Metrics: 50+ Metrics Every Executive Should Master /
Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics , four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard&q...
| Autores principales: | , , , |
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| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified] :
Pearson,
2006.
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| Edición: | 1st edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 245 | 1 | 0 | |a Marketing Metrics: |b 50+ Metrics Every Executive Should Master / |c Farris, Paul. |
| 250 | |a 1st edition. | ||
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| 300 | |a 1 online resource (384 pages) | ||
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| 520 | |a Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics , four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency. | ||
| 542 | |f © Pearson Technology Group |g 2006 | ||
| 550 | |a Made available through: Safari, an O'Reilly Media Company. | ||
| 588 | 0 | |a Online resource; Title from title page (viewed April 18, 2006). | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Marketing |x Mathematical models. | |
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| 650 | 7 | |a Marketing |x Mathematical models |2 fast | |
| 650 | 7 | |a Marketing research |2 fast | |
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| 700 | 1 | |a Farris, P. |q (Paul), |d 1939- | |
| 700 | 1 | |a Pfeifer, Phillip, |e author. | |
| 700 | 1 | |a Reibstein, David, |e author. | |
| 710 | 2 | |a O'Reilly for Higher Education (Firm), |e distributor. | |
| 710 | 2 | |a Safari, an O'Reilly Media Company. | |
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