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This is the eBook version of the printed book.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" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.
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Marketing Metrics: 50+ Metrics Every Executive Should Master
April 18, 2006, Wharton School Publishing
in English
0131873709 9780131873704
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Marketing metrics: 50+ metrics every executive should master
2006, Wharton Press
in English
0131873709 9780131873704
|
zzzz
Libraries near you:
WorldCat
|
5
Marketing Metrics: 50+ Metrics Every Executive Should Master
April 18, 2006, Wharton School Publishing
Hardcover
in English
- 1 edition
0131873709 9780131873704
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- Created April 30, 2008
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July 30, 2019 | Edited by MARC Bot | associate edition with work OL15170257W |
August 12, 2010 | Edited by IdentifierBot | added LibraryThing ID |
April 24, 2010 | Edited by Open Library Bot | Fixed duplicate goodreads IDs. |
April 16, 2010 | Edited by bgimpertBot | Added goodreads ID. |
April 30, 2008 | Created by an anonymous user | Imported from amazon.com record |