Marketing Metrics

Marketing Metrics :
The Definitive Guide to Measuring Marketing Performance, 2nd Edition
432 pages | Wharton School Publishing; 2 edition (February 26, 2010) | ISBN: 0137058292 | PDF | 6.8 MB

This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.

Choose the right metric for every marketing challenge Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

Gain a deep and thorough understanding of marketing profitability Quantify the profitability of products, customers, channels, and marketing initiatives.

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