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Marketing Metrics : The Managers Guide to Measuring Marketing Performance : 3E - Bendle, Neil T.

Marketing Metrics : The Manager's Guide to Measuring Marketing Performance : 3E

Neil T. Bendle

Yayınevi: Pearson Education

Yayın tarihi: 08/2015

ISBN: 9780134085968

Yazar : Phillip E. Pfeifer David J. Reibstein Paul W. Farris

Ciltli | İngilizce | 464 Sayfa | 16,69x23,19x2,82 cm.

Tür: Satış-Pazarlama

  • 204,00 TL

Today's Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them * New quantitative formulas, applications, and analytical techniques * Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more * All-new chapter on leveraging today's rich online, email, and mobile metrics * Expert guidance for clarifying what to measure, and testing reliability and validity Now extensively updated, this award-winning book will help you apply today's most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI. You'll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs-and help you understand what the numbers really mean. You'll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make. A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even "likes." This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data. www.management-by-the-numbers.com Marketing Metrics, Third 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. The authors show how to use marketing dashboards to view market dynamics fro

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