Marketing and the Bottom Line

Tim. Ambler

Marketing isn't special, it isn't different, it isn't impossible to measure. It's an investment. Unless you can measure its impact, you're wasting your money.
  • Limba : Engleza
  • Cuprins : 1: Is Your Metrics System Good Enough?
    2: Brand Equity Is An Elephant
    3: The Dangers Of Reliance On Shareholder Value And Other  Financial Metrics
    4: Metrics Evolution: How Did We Get Where We Are? 5: A Practical Methodolgy For Selecting The Right External Metrics
    6: Using Metrics To Improve Innovation Performance
    7: Employee Brand Equity
    8: Monitoring Other Stakeholders' Brand Equity
    9: Assessing The Performance Of The Mix
    10: Getting The Right Metrics To The Top Table
    11: The Fuzzy Future



     

  • Data Publicarii : 08 May 2003
  • Editie : 2 Rev ed
  • Format : Paperback
  • Numar pagini : 336
  • ISBN : 9780273661948
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