عنوان
پدید آورنده
موضوع
رده
HF5415.2 .B45625 2016
HF5415
.
2
.
B45625
2016
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0134085965
(Number (ISBN
9780134085968
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Marketing metrics :
General Material Designation
[Book]
Other Title Information
the manager's guide to measuring marketing performance /
First Statement of Responsibility
Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein.
EDITION STATEMENT
Edition Statement
Third edition.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Upper Saddle River, New Jersey :
Name of Publisher, Distributor, etc.
Pearson Education, Inc.,
Date of Publication, Distribution, etc.
[2016]
Date of Publication, Distribution, etc.
©2016
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xv, 439 pages :
Other Physical Details
illustrations ;
Dimensions
24 cm
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references (pages 417-420) and index.
CONTENTS NOTE
Text of Note
Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics.
0
SUMMARY OR ABSTRACT
Text of Note
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.
PARALLEL TITLE PROPER
Parallel Title
Manager's guide to measuring marketing performance
TOPICAL NAME USED AS SUBJECT
Marketing-- Mathematical models.
Marketing research.
Marketing, Statistics.
Performance-- Measurement.
Business and Management.
Marketing-- Mathematical models.
Marketing research.
Marketing.
Marketing.
Meetmethoden.
Performance-- Measurement.
Statistieken.
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8/3
Edition
23
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF5415
.
2
Book number
.
B45625
2016
OTHER CLASS NUMBERS
Class number
85
.
40
Class number
HS
41121
BEN
.
System Code
bcl
System Code
uk-btusl
PERSONAL NAME - PRIMARY RESPONSIBILITY
Bendle, Neil T.
PERSONAL NAME - ALTERNATIVE RESPONSIBILITY
Farris, Paul W.
Pfeifer, Phillip Edward,1951-
Reibstein, David J.
ORIGINATING SOURCE
Date of Transaction
20200822085655.0
Cataloguing Rules (Descriptive Conventions))
rda
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
