Marketing metrics : the definitive guide to measuring marketing performance

Marketing metrics : the definitive guide to measuring marketing performance

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...

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Bibliographic Details
Other Authors: Farris, Paul W., author (author), Farris, Paul W Contributor (contributor)
Format: eBook
Language:Inglés
Published: [Place of publication not identified] FT Press 2010
Edition:2nd ed
Subjects:
Marketing research > Mathematical models.
Marketing.
Commerce
Business & Economics
Marketing & Sales
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629120106719
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
  • System of metrics.

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