Marketing Metrics

Pearson Education, 2008 - 384 pagina's
Today's best marketers recognize the central importance of metrics, measurement, and accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In ""50 Metrics Every Marketer Must Know"", four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a ""dashboard"" of metrics to view market dynamics from various perspectives, maximize accuracy, and ""triangulate"" to optimal solutions. Their comprehensive coverage includes measurements of promo.

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