Marketing Metrics 2024 pdf epub mobi 电子书

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发表于2024-06-26

Marketing Metrics 2024 pdf epub mobi 电子书

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此本书的内容汇总了营销领域内量化衡量的各种方法,有如一本参考工具书,在2006年美国市场极具盛名,基本上代表了近十年来美国营销领域的研究及演进的方向,即是以科学的方法来衡量营销领域的各个工作环节营销是否是一门艺术?所谓的"策划大师"是否都是一副高瞻远瞩,神不可测的神...

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出版者:Financial Times/ Prentice Hall

作者:Paul W. Farris

出品人:

页数:384

译者:

出版时间:2006-4-18

价格:GBP 20.99

装帧:Hardcover

isbn号码:9780131873704

丛书系列:

图书标签: 营销市场营销 Business 职场管理商业管理经济商业统计工具

Marketing Metrics 2024 pdf epub mobi 电子书图书描述

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics.This book is the fastest, easiest way to gain that fluency.

Marketing Metrics 2024 pdf epub mobi 电子书

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