کتاب دانلود کتب لاتین علوم انسانیتجارت، اقتصاد، و بانکداری
معیارهای بازاریابی
معیارهای بازاریابی

Marketing Metrics
نویسنده:
سال انتشار: 2021
تعداد صفحات: 700
زبان فایل: انگلیسی
فرمت فایل: pdf, epub
حجم فایل: 12MB
رمز فایل: www.ketabdownload.com
قیمت: 250,000ريال

افزودن به سبد دانلود

Publisher: Pearson

ISBN-10: 0136717136

ISBN-13: 978-0136717133

by Neil Bendle (Author), Paul Farris (Author), Phillip Pfeifer (Author), David Reibstein

Your Definitive, Up-to-Date Guide to Marketing Metrics―Choosing Them, Implementing Them, Applying Them

This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today’s best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.

This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.

    Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more

    Apply web, online, social, and mobile metrics more effectively

    Build models to optimize planning and decision-making

    Attribute purchase decisions when multiple channels interact

    Understand the links between search and distribution, and use new online distribution metrics

    Evaluate marketing’s impact on a publicly traded firm’s financial objectives

Whatever your marketing role,  Marketing Metrics will help you choose the right metrics for every

task―and capture data that’s valid, reliable, and actionable.