Marketing metrics : (Record no. 38236)
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| INTERNATIONAL STANDARD BOOK NUMBER | |
|---|---|
| International Standard Book Number | 9780136717133 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.83 BE MA |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Bendle, Neil T. |
| TITLE STATEMENT | |
| Title | Marketing metrics : |
| Subtitle | the manager's guide to measuring marketing performance |
| Statement of responsibility, etc | Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein. |
| VARYING FORM OF TITLE | |
| Title proper/short title | Manager's guide to measuring marketing performance |
| EDITION STATEMENT | |
| Edition | 4th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Upper Saddle River (N.J.) : |
| Publisher | Pearson Education, |
| Date | c2020. |
| PHYSICAL DESCRIPTION | |
| Extent | xv, 589 p. : |
| Other Details | ill. ; |
| Size | 24 cm. |
| SUMMARY | |
| Summary | 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. |
| STUDY PROGRAM | |
| Program name | MARK935, MARK210, MARK310 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Statistics |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Performance |
| General | Measurement |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing research |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Mathematical models |
| ADDED ENTRY | |
| Name | Farris, Paul W. |
| ADDED ENTRY | |
| Name | Pfeifer, Phillip E. |
| ADDED ENTRY | |
| Name | Reibstein, David J. |
| ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | https://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/19ktvkt/alma991003486633206666 |
| Public note | Ebook |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 706 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 707 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 708 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 123 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 124 |
| ADDED ENTRY | |
| -- | 21187 |
| ADDED ENTRY | |
| -- | 709 |
| ADDED ENTRY | |
| -- | 710 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Uniform Resource Identifier |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | eBook | 2022-10-18 | 658.83 BE MA | T0065481 | 2022-10-18 | 2022-10-18 | eBook | link |