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101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aData-driven marketing$b[electronic resource] $ethe 15 metrics everyone in marketing should know /$fMark Jeffery
210   $aHoboken, N.J. $cWiley$dc2010
215   $a1 online resource (323 p.)
300   $aDescription based upon print version of record.
311   $a0-470-50454-4 
327   $aData-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile Marketing
327   $aChapter 9: Wow, That Product Is Exactly What I Need!Chapter 10: What's It Going to Take?; Chapter 11: Marketing Budgets, Technology, and Core Processes; Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing; NOTES; INDEX
330   $aNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg S
606   $aMarketing research
606   $aMarketing$xMathematical models
606   $aMarketing$vCase studies
615  0$aMarketing research.
615  0$aMarketing$xMathematical models.
615  0$aMarketing
676   $a658.8/3
700   $aJeffery$b Mark$f1965-$01658040
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910828097403321
996   $aData-driven marketing$94011821
997   $aUNINA