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.
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Descrizione libro U.S.A.: Pearson FT Press, 2010. Soft cover. Condizione libro: New. 2nd Edition, International Edition. Book Condition: Brand New. New. Soft Cover International edition. Different ISBN and Cover image but contents are same as US edition. Customer Satisfaction guaranteed. Codice libro della libreria 9788131761151
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Descrizione libro Paperback. Condizione libro: New. New Softcover International Edition, Printed in Black and White, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Codice libro della libreria 13673
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Descrizione libro Pearson Education, 2010. Soft cover. Condizione libro: New. This book is BRAND NEW Soft cover International edition with black and white printing. ISBN number & cover page may be different but contents identical to the US edition word by word. Book is in English language. Codice libro della libreria UN-PEA-ON-303
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Descrizione libro U.S.A.: Pearson FT Press, 2010. Hardcover. Condizione libro: New. 2nd Edition. New, US Edition . 2nd Edition, Delivery time is 3-5 business days via either UPS, FedEx, DHL. Premium quality books.New, International Edition, 2nd Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Codice libro della libreria 0137058292