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Marketing and the Bottom Line The New Metrics of Corporate Wealth

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ISBN-10: 0273642480

ISBN-13: 9780273642480

Edition: 2000

Authors: Tim Ambler

List price: $29.00
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Description:

Like an athlete monitoring performance for personal bests and the desire to break records, now is the time for companies to get into training. Business is not just about analysing what you've done in the past, it's about what you are going to do in the future and whether you are in shape to achieve those goals. Marketing has an important role in the fitness regime; make sure it works for you.
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Book details

List price: $29.00
Copyright year: 2000
Publisher: Financial Times/Prentice Hall
Publication date: 9/27/2000
Binding: Hardcover
Pages: 192
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.946
Language: English

Acknowledgements
Foreword
Executive summary
Metrics top tables--a summary
Assessing your present system
Measuring market-based assets
Choosing the metrics
Stages of assessing marketing performance
Measuring innovation health
Internal marketing metrics
Supplying the metrics
The fuzzy future
Appendices
Assessing advertising and campaigns
Individual metrics
Supplement to innovation health metrics (Chapter 5)