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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: 2015

Authors: Paul Farris, Neil Bendle, Phillip E. Pfeifer, David J. 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
Copyright year: 2015
Publisher: Prentice Hall
Binding: Cloth Text 
Pages: 450
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.958
Language: English