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Author
Publisher
Pearson
Pub. Date
[2021]
Edition
Third edition.
Physical Desc
1 online resource (491 pages) : illustrations
Language
English
Description
Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics, and know exactly how to choose the right one for every challenge. In its third edition, this award-winning book now includes the latest web,...
Author
Publisher
MIT Sloan Management Review
Pub. Date
[2016]
Physical Desc
1 online resource (1 volume) : illustrations
Language
English
Description
A big challenge for marketing is demonstrating its business value. As the finance function becomes more powerful within companies, some see marketing's influence as declining. One major reason is the difficulty of measuring its impact. The article has two purposes, the authors say: First, to clarify marketing metrics so that managers select the right metrics and use them appropriately; and second, to help senior managers understand when marketers...
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