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Marketing Metrics: the Manager's Guide to Measuring Marketing Performance

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ISBN-10: 0134085965

ISBN-13: 9780134085968

Edition: 3rd 2016

Authors: Paul Farris, Neil Bendle, Phillip Pfeifer, David Reibstein

List price: $54.99
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Description:

Now updated with new techniques and even more practical insights, this is the definitive guide to today's most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. "Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, Third Edition" now contains:Important new coverage of intangible assetsA rigorous and practical discussion of quantifying the value of informationMore detail on measuring brand equityA complete separate chapter on web, SEM, mobile, and "digital" metricsPractical linkages to Excel, showing how to use functions…    
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Book details

List price: $54.99
Edition: 3rd
Copyright year: 2016
Publisher: Pearson Education
Publication date: 8/27/2015
Binding: Hardcover
Pages: 464
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.958

Paul W. Farrisis Landmark Communications Professor and Professor of Marketing at Darden Graduate Business School, University of Virginia.Neil T. Bendle, Ph.D. student in marketing at the Carlson School of Management, has a decade's experience in marketing management and related areas.Phillip E. Pfeifer, Alumni Research Professor of Business Administration at Darden, specializes in interactive marketing.David J. Reibstein, William Stewart Woodside Professor at The Wharton School, researches marketing metrics and their link to business results. He was Executive Director of the Marketing Sciences Institute.