Data-driven marketing : the 15 metrics everyone in marketing should know / Mark Jeffery.
Material type:
TextPublication details: Hoboken, N.J. : John Wiley, �2010.Description: 1 online resource (xxi, 298 pages)Content type: - text
- computer
- online resource
- 9780470595688
- 047059568X
- 9780470595695
- 0470595698
- 9780470595541
- 047059554X
- 9781119198666
- 1119198666
- Marketing research
- Marketing -- Mathematical models
- Marketing -- Case studies
- Marketing -- Recherche
- Marketing -- Mod�eles math�ematiques
- Marketing -- �Etudes de cas
- BUSINESS & ECONOMICS -- Marketing -- Research
- Marketing
- Marketing -- Mathematical models
- Marketing research
- Effizienzmessung
- Leistungskennzahl
- Marketing
- Marketingaudit
- marketing -- math�ematiques
- marketing -- recherche �evaluative
- marketing -- mod�ele math�ematique
- 658.8/3 22
- HF5415.2 .J44 2010eb
Includes bibliographical references and index.
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile Marketing.
"Every marketing department is under pressure to deliver, but some will thrive and some won't. Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area."--Jacket.
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