Marketing Metrics pdf epub mobi txt 电子书下载 2024

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Paul W. Farris

Financial Times/ Prentice Hall

2006-4-18

384

GBP 20.99

Hardcover

9780131873704

图书标签: 营销市场营销 Business 职场管理商业管理经济商业统计工具

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发表于2024-12-29

Marketing Metrics epub 下载 mobi 下载 pdf 下载 txt 电子书下载 2024

Marketing Metrics pdf epub mobi txt 电子书下载 2024

图书描述

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.

Marketing Metrics 下载 mobi epub pdf txt 电子书