LEADER 03297nam 2200589 450 001 9910796604803321 005 20220601164244.0 010 $a1-5015-0722-2 024 7 $a10.1515/9781501507304 035 $a(CKB)4100000001502409 035 $a(DE-B1597)482823 035 $a(OCoLC)1024050136 035 $a(DE-B1597)9781501507304 035 $a(Au-PeEL)EBL5157556 035 $a(CaPaEBR)ebr11497588 035 $a(OCoLC)1020028128 035 $a(CaSebORM)9781501507229 035 $a(MiAaPQ)EBC5157556 035 $a(EXLCZ)994100000001502409 100 $a20180206h20182018 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMeasuring marketing $ethe 100+ essential metrics every marketer needs /$fJohn A. Davis 205 $aThird edition. 210 1$aBoston ;$aBerlin :$cWalter de Gruyter,$d[2018] 210 4$dİ2018 215 $a1 online resource $cillustrations 311 $a1-5015-1576-4 311 $a1-5015-0730-3 320 $aIncludes bibliographical references and index. 327 $tFrontmatter --$tPraise For Measuring Marketing, Third Edition /$rBodell, Lisa / Farrell, Mark / Nair, Hari / McCabe, Thomas / Leonard, Steve / Vallisuta, Pakpoom --$tAbout The Author --$tContents --$tIntroduction --$tPart 1: Corporate Financial Metrics --$tPart 2: Marketing Planning Measures --$tPart 3: Brand Metrics --$tPart 4: Customers Metrics --$tPart 5: Product/Offering Metrics --$tPart 6: Price Metrics --$tPart 7: Advertising/Promotion Metrics --$tPart 8: Direct Marketing Metrics --$tPart 9: Digital/Social Metrics --$tPart 10: Place/Distribution Metrics --$tPart 11: Sales Metrics 330 $aMarketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Organized into eleven focused sections, this reliable resource offers an effective approach to making a complex topic understandable. Written for both marketing managers accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics-including significant updates to the online/digital/social area- Measuring Marketing, Third Edition will put you in a better position to excel at this difficult endeavor. 606 $aMarketing$xEvaluation 606 $aMarketing research 610 $aAnalytics. 610 $aData-driven. 610 $aMarketing performance. 610 $aMetrics. 610 $aQuant. 615 0$aMarketing$xEvaluation. 615 0$aMarketing research. 700 $aDavis$b John$f1960 February 17-$01487183 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910796604803321 996 $aMeasuring marketing$93706940 997 $aUNINA