Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know
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Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know |
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基本信息·出版社：FT Press
·页码：353 页
·出版日期：2009年01月
·ISBN：0273722034
·International Standard Book Number：0273722034
·条形码：9780273722038
·EAN：9780273722038
·装帧：平装
·正文语种：英语
·丛书名：Financial Times Series
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Why read Key Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them. Erv Shames, former CEO, Kraft Foods As the old adage goes, If you can't measure it, you can't manage it . Measurable performance and accountability have become the keys to marketing success today. Key Marketing Metrics gives you an overview of the most powerful metrics you can use to measure the results of your marketing. It will help you understand the pros, the cons and the nuances of more than 50 of the most important metrics. In this book, four leading researchers and consultants in marketing systematically introduce you to a portfolio, or "dashboard", of the most valuable metrics for your business. They show you how to use these metrics to maximise the return on your marketing investment and identify the best new opportunities for profit. WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING
目录 Table of Contents Acknowledgements About the authors Foreword 1. INTRODUCTION 2. SHARE OF HEARTS, MINDS, AND MARKETS 3. MARGINS AND PROFITS 4. PRODUCT AND PORTFOLIO MANAGEMENT 5. CUSTOMER PROFITABILITY 6. SALES FORCE AND CHANNEL MANAGEMENT 7. PRICING STRATEGY 8. PROMOTION 9. ADVERTISING MEDIA AND WEB METRICS 10. MARKETING and FINANCE 11. THE MARKETING METRICS X-RAY Bibliography Endnotes Index
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