Marketing metrics : 50+ metrics every executive should master
Written by leading researchers, this book introduces contemporary marketing metrics, showing how to use them to maximize marketing ROI and identify the opportunities for profit. It shows how to use a "dashboard" of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to " triangulate" to optimal solutions.
Print Book, English, 2006
5. print View all formats and editions
Wharton School Publ, Upper Saddle River, NJ, 2006
XVI, 359 Seiten : Diagramme
Acknowledgments xiAbout the Authors xiiiForeword xv Chapter 1: Introduction 1Chapter 2: Share of Hearts, Minds, and Markets 11Chapter 3: Margins and Profits 45Chapter 4: Product and Portfolio Management 89Chapter 5: Customer Profitability 129Chapter 6: Sales Force and Channel Management 157Chapter 7: Pricing Strategy 195Chapter 8: Promotion 239Chapter 9: Advertising Media and Web Metrics 263Chapter 10: Marketing and Finance 305Chapter 11: The Marketing Metrics X-Ray 323 Bibliography 335Endnotes 339Index 345
Literaturverz. S. 335 - 337. - Literaturangaben