Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 3rd Edition by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
English | September 6th, 2015 | ISBN: 0134085965, 9780134085968 | 456 Pages | True PDF | 3.79 MB
Now extensively updated, this award-winning book will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
You’ll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs-and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make.
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