Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know
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."
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Millions, perhaps even billions, of dollars are at stake. Yet, one often suspects, executives are basing decisions without a fundamental understanding of the metrics and what they truly measure ... Læs hele anmeldelsen