| 000 -LEADER |
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| fixed length control field |
02567nam a22002417a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250507b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780136717133 (pbk.) |
| 041 ## - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 BEN |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Bendle, Neil T. |
| 245 ## - TITLE STATEMENT |
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| Title |
Marketing metrics : |
| Remainder of title |
the manager's guide to measuring marketing performance / |
| Statement of responsibility, etc. |
Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
4th edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc. |
New York : |
| Name of publisher, distributor, etc. |
Pearson, |
| Date of publication, distribution, etc. |
2021. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xix, 491 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
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| Title |
Pearson business analytics series |
| 500 ## - GENERAL NOTE |
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| General note |
Previous edition: Pearson, 2016.<br/>Includes bibliographical references (pages 435-438) and index.<br/><br/> |
| 500 ## - GENERAL NOTE |
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| General note |
Summary : Your Definitive, Up-to-Date Guide to Marketing Metrics -- Choosing Them, Implementing Them, Applying Them. This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more ; Apply web, online, social, and mobile metrics more effectively ; Build models to optimize planning and decision-making ; Attribute purchase decisions when multiple channels interact ; Understand the links between search and distribution, and use new online distribution metrics ; Evaluate marketings impact on a publicly traded firms financial objectives. Whatever your marketing role, Marketing Metrics will help you choose the right metrics for everytask--and capture data that is valid, reliable, and actionable.--Publisher website. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing research. |
| -- |
Marketing--Mathematical models. |
| -- |
Performance--Measurement. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Farris, Paul W. -- author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Pfeifer, Phillip Edward -- author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Reibstein, David J. -- author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
