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Marketing - Marketing Metrics - Measuring Marketing Effectiveness 

 

 
Introduction to Marketing Metrics This chapter is from the book Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition. In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become the keys to marketing success. However, few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each. In this environment, we have come to recognize that marketers, general managers, and business students need a comprehensive, practical reference on the metrics used to judge marketing programs and quantify their results. In this book, we seek to provide that reference. 

Get this book at amazon.com: Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)  

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Copyright 2001 Recklies Management Project GmbH
Status: 21. November 2012