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Measuring marketing : 103 key metrics every marketer needs / John Davis

Main Author Davis, John Publication Singapore : John Wiley & Sons, 2007 Description XVII, 408 p. ISBN 978-0-470-82132-9 Abstract Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing's many stakeholders to be accountable for its strategies and activities.
 Índice: Section I- Marketing planning and customers; Section II- The offering; Section III- Sales force Topical name Marketing
Marketing - Métricas CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 DAV 20006 Available 20006
Total holds: 0

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing's many stakeholders to be accountable for its strategies and activities.

Índice: Section I- Marketing planning and customers; Section II- The offering; Section III- Sales force

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