000			01560nam a2200253Ia 4500
008			180711s9999 xx 000 0 und d
020			_a9789332578050
082			_a658.83 _bBEN
100			_aBendle, Neil T.
245			_aMarketing metrics: the manager's guide to measuring marketing performance
250			_a3rd ed.
260			_bPearson _aChennai _c2019
300			_axv, 439
520			_a"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."
650			_aMarketing
650			_aStatistics
650			_aPerformance
650			_aMeasurement
650			_aMarketing research
650			_aMathematical models
650			_aBusiness and Management
700			_aFarris, Paul W. _aPfeifer, Phillip Edward _aReibstein, David J.
942			_2ddc _cB
999			_c602666 _d602666