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e-book

Marketing Metrics - The Definitive Guide to Measuring Marketing Performance (Cód: 2893260)

Farris,Paul W.; Phillip Pfeifer; Neil Bendle

PEARSON TECHNOLOGY GROUP

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Marketing Metrics - The Definitive Guide to Measuring Marketing Performance

R$160,68

Descrição

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 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 and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.   The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. 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; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.   This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:   ·         Understand the full spectrum of marketing metrics: pros, cons, nuances, and application ·         Quantify the profitability of products, customers, channels, and marketing initiatives ·         Measure everything from “bounce rates” to the growth of your web communities ·         Understand your true return on marketing investment--and enhance it   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.

Características

Peso 0.00 Kg
Produto sob encomenda Sim
Marca PEARSON TECHNOLOGY GROUP
Número de Páginas 432 (aproximado)
Idioma 337
Acabamento e-book
Territorialidade Internacional
Formato Livro Digital Pdf
Gratuito Não
Proteção Drm Sim
Tamanho do Arquivo 2191
Início da Venda 24/11/2009
Código do Formato Pdf
Cód. Barras 9780137053148
Ano da edição 112009
Ano da Publicação 2009
AutorFarris,Paul W.; Phillip Pfeifer; Neil Bendle