Marketing metrics: the manager's guide to measuring marketing performance
Bendle, Neil T.
Marketing metrics: the manager's guide to measuring marketing performance - 3rd ed. - Chennai Pearson 2019 - xv, 439
"Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. In Marketing Metrics: The Manager's Guide to Measuring Marketing Performance Third Edition, the authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. There are 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, channels, and more."
9789332578050
Marketing
Statistics
Performance
Measurement
Marketing research
Mathematical models
Business and Management
658.83 / BEN
Marketing metrics: the manager's guide to measuring marketing performance - 3rd ed. - Chennai Pearson 2019 - xv, 439
"Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. In Marketing Metrics: The Manager's Guide to Measuring Marketing Performance Third Edition, the authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. There are 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, channels, and more."
9789332578050
Marketing
Statistics
Performance
Measurement
Marketing research
Mathematical models
Business and Management
658.83 / BEN
