Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
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, social media, brand equity measurement; and more.
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
Paul Farris, Neil T. Bandle, Philip E. Pfeifer, and David J. Rebstein
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
Paul Farris, Neil T. Bandle, Philip E. Pfeifer, and David J. Rebstein
Wharton School Publishing 2010 | 432 Pages | ISBN: 0137058292 | PDF | 2 MB
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