Bendle, Neil T., <br/><br/>
Marketing metrics :  the manager's guide to measuring marketing performance / 
Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein. 
 - 3rd edition. 
 - xv, 439 pages :  illustrations (black and white) ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/> Specialized. 
<br/><br/><label>ISBN: </label>9780134085968 (hbk.) :  £33.99 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research--Statistical methods.<br/>Marketing--Mathematical models.<br/>Business and Management.<br/>Business and Management.
<br/><br/><label>Dewey Class. No.: </label>658.8'3