Marketing and the Bottom Line The New Metrics of Corporate Wealth

Name: Marketing and the Bottom Line The New Metrics of Corporate Wealth
Availability: OutOfStock
ISBN: 9780273642480

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.

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)