Marketing metrics : 50+ metrics every executive should master

Marketing metrics 50+ metrics every executive should master

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics , four leading researchers and consultants systematically introduce today's most powerful marketing metrics.  The authors show how to use a "dashboard&...

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Bibliographic Details
Other Authors: Farris, Paul, author (author), Farris, Paul (-)
Format: eBook
Language:Inglés
Published: Upper Saddle River, N.J. : Wharton School Pub c2006.
Edition:1st edition
Subjects:
Marketing research.
Marketing > Mathematical models.
Marketing research > Mathematical models
Marketing
Commerce
Business & Economics
Marketing & Sales
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009626872606719
Table of Contents:
  • 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 media and Web metrics
  • Marketing and finance
  • The marketing metrics x-ray.

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