Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.]
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TextPublication details: Upper Saddle River, NJ : FT Press, c2010Edition: 2nd edDescription: xv, 414 p. : il. ; 24 cmISBN: - 0137058292
- 9780137058297
- HF 5415 .2 M48 2010
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | HF 5415 .2 M48 2010 (Browse shelf(Opens below)) | 1 | No para préstamo | Negocios Internacionales | 032708 |
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| HF 5415 .2 M35 2016 Investigación de mercados : conceptos esenciales / | HF 5415 .2 M396 Comercialización de productos y servicios turísticos / | HF5415.2 M414 Investigación de mercados / | HF 5415 .2 M48 2010 Marketing metrics : the definitive guide to measuring marketing performance / | HF 5415 .2 S188 Medición de la orientación al mercado en las organizaciones privadas no lucrativas / | HF5415.2 U53 Por qué compramos : La ciencia del shoping | HF5415.2 Z647 1998 Investigación de mercados / |
Rev. ed. de: Marketing metrics : 50+ metrics every executive should master. 2006
Incluye bibliografía: p. 393-403 e índice
Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-Ray -- System of metrics -- Appendix A. Survey of manager's use of metrics
"The challenge, of course, is knowing what to measure and exactly how to measure it. That´s where marketing metrics comes in. It is the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. This second edition adds advice on how to measure emerging topics such as social marketing and brand equity, in addition to explaining indispensable marketing metrics ranging from return on sales to cannibalization rate."-- Prólogo de la segunda edición
Fondos PIFI Compra 130115 674.87
