Measuring marketing : the 100+ essential metrics every marketer needs / John Davis.
Material type:
TextPublisher: Boston : Walter De Gruyter, 2017Edition: 3rd editionDescription: 350 pages : illustrations (black and white) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781501515767 (pbk.) :Subject(s): Marketing | Marketing -- Evaluation -- Mathematics | Business and Management | Business and ManagementDDC classification: 658.8 Summary: Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Organized into eleven focused sections, this reliable resource offers an effective approach to making a complex topic understandable. Written for both marketing managers accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics.
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.8 DAV (Browse shelf(Opens below)) | Available | 06672302 | |||
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.8 DAV (Browse shelf(Opens below)) | Available | 06672329 |
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Previous edition: Singapore: John Wiley & Sons Singapore, 2013.
Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Organized into eleven focused sections, this reliable resource offers an effective approach to making a complex topic understandable. Written for both marketing managers accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics.
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