000			03043nam a2200301Ia 4500
001			2597
008			230305s2009 xx 000 0 und d
020			_a9781292212470
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aKey marketing metrics
260			_bFinancial Times Prentice Hall, _c2009
300			_axiii, 353 p. : ill. ; 24 cm.
500			_athe 50+ metrics every manager needs to know
505			_a1 Introduction 1 _r2 Share of hearts, minds and markets 9-- _r3 Margins and profits 43-- _r4 Product and portfolio management 89-- _r5 Customer profitability 129-- _r6 Sales force and channel management 155-- _r7 Pricing strategy 195-- _r8 Promotion 239-- _r9 Advertising media and Web metrics 263-- _r10 Marketing and finance 305-- _r11 The marketing metrics X-ray 325-- _rConclusion 337-- _rEndnotes 338-- _rSelect bibliography 342--
520			_a'Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them.' ; ; Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation ; ; "50+ metrics crackles like new money...this is the best marketing book of the year." ; ; Updated version of Strategy + Business "2006 Best Books in Marketing award winner" ; ; ; WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING ; ; As the old adage goes, "If you can't measure it, you can't manage it." Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. ; ; ; Key Marketing Metrics gives you a portfolio, or 'dashboard', of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for 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 and channels; and more. ; ; This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and "double jeopardy."
590			_bRev. ed. of: Marketing metrics. 2006. ; Includes bibliographical references (p. 338-343) and index.
630			_aHF COMMERCE _914
650		0	_aMarketing research _91465
650		0	_aMarketing _xMathematical models _98360
700			_aFarris, Paul W., _eAuthor
902			_a352
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781292212470.jpg
942			_a1 _2ddc
999			_c2504 _d2504