ESCP Europe

Item type

Book

Language

anglais

Pages

xii, 353 p.

Publication year

2009

ISBN

0-273-72203-4

Content notes

1. Introduction --- 2. Share of hearts, minds, and markets --- 3. Margins and profits --- 4. Product and portfolio management --- 5. Customer profitability --- 6. Sales force and channel management --- 7. Pricing strategy --- 8. Promotion --- 9. Advertising media and Web metrics --- 10. Marketing and finance --- 11. The marketing metrics X-ray.

"Key Marketing Metrics is your definitive guide to the most powerful metrics you can use to measure your marketing success. It covers everything you need to know about over 50 of the most important metrics and will help you make the most out of your marketing money." "You'll learn the practical basics of each metric, as well as how and when to apply them. The emphasis is on clarity, simplicity and applicability, so that you can confidently find the tools and strategies that fit best with your needs. With instructive examples embedded throughout, Key Marketing Metrics is the fastest way to find out what you're getting for your marketing spend."

1. Introduction --- 2. Share of hearts, minds, and markets --- 3. Margins and profits --- 4. Product and portfolio management --- 5. Customer profitability --- 6. Sales force and channel management --- 7. Pricing strategy --- 8. Promotion --- 9. Advertising media and Web metrics --- 10. Marketing and finance --- 11. The marketing metrics X-ray..