Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.]
Tipo de material:
TextoDetalles de publicación: Upper Saddle River, NJ : FT Press, c2010Edición: 2nd edDescripción: xv, 414 p. : il. ; 24 cmISBN: - 0137058292
- 9780137058297
- HF 5415 .2 M48 2010
| Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Signatura topográfica | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | |
|---|---|---|---|---|---|---|---|---|---|---|---|
Libros para consulta en sala
|
Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | HF 5415 .2 M48 2010 (Navegar estantería(Abre debajo)) | 1 | No para préstamo | Negocios Internacionales | 032708 |
Rev. ed. de: Marketing metrics : 50+ metrics every executive should master. 2006
Incluye bibliografía: p. 393-403 e índice
Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-Ray -- System of metrics -- Appendix A. Survey of manager's use of metrics
"The challenge, of course, is knowing what to measure and exactly how to measure it. That´s where marketing metrics comes in. It is the most comprehensive and authoritative guide to defining, constructing, and using the metrics every marketer needs today. This second edition adds advice on how to measure emerging topics such as social marketing and brand equity, in addition to explaining indispensable marketing metrics ranging from return on sales to cannibalization rate."-- Prólogo de la segunda edición
Fondos PIFI Compra 130115 674.87
