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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance

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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance - Farris, Paul W., and Bendle, Neil T., and Pfeifer, Phillip E.
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Today's Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them New quantitative formulas, applications, and analytical techniques Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more All-new chapter on leveraging today's rich online, email, and mobile metrics Expert guidance for clarifying what to measure, and testing reliability and validity Now extensively updated, this award-winning book will ...

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Marketing Metrics: The Manager's Guide to Measuring Marketing Performance 2015, Pearson FT Press, NJ

ISBN-13: 9780134085968

3rd edition

Hardcover

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