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Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein.

By: Bendle, Neil T [author.]Contributor(s): Farris, Paul W [author.] | Pfeifer, Phillip Edward, 1951- [author.] | Reibstein, David J [author.]Material type: TextTextPublisher: Upper Saddle River, New Jersey : Pearson, [2016]Copyright date: ©2016Edition: 3rd editionDescription: xv, 439 pages : illustrations (black and white) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9780134085968 (hbk.) :Subject(s): Marketing research -- Statistical methods | Marketing -- Mathematical models | Business and Management | Business and ManagementDDC classification: 658.8'3 Summary: Now extensively updated, this book explains how to apply today's most effective metrics to all your marketing investments, get accurate answers and use them to systematically improve ROI. It provides practical techniques for measuring everything from brand equity to social media and market share to email performance. For each metric, it also presents real-world pros, cons and tradeoffs, to help you understand what the numbers really mean. In addition, it explains how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modelling techniques to optimise every decision you make.
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Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.83 BEN (Browse shelf(Opens below)) Available 06356222
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Includes bibliographical references and index.

Now extensively updated, this book explains how to apply today's most effective metrics to all your marketing investments, get accurate answers and use them to systematically improve ROI. It provides practical techniques for measuring everything from brand equity to social media and market share to email performance. For each metric, it also presents real-world pros, cons and tradeoffs, to help you understand what the numbers really mean. In addition, it explains how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modelling techniques to optimise every decision you make.

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