Marketing Metrics: The Manager's Guide to Measuring Marketing Performance - Hardcover
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Now updated with new techniques and even more practical insights, this is the definitive guide to todays most valuable marketing metriDevamını oku
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Now updated with new techniques and even more practical insights, this is the definitive guide to todays most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Managers Guide to Measuring Marketing Performance, Third Edition now contains:
Important new coverage of intangible assets
A rigorous and practical discussion of quantifying the value of information
More detail on measuring brand equity
A complete separate chapter on web, SEM, mobile, and digital metrics
Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics
An up-to-date survey of free metrics available from Google and elsewhere
Expanded coverage of methodologies for quantifying marketing ROI
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maxim
440 sayfa. 17x25 cm.
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