Data-driven marketing : the 15 metrics everyone in marketing should know /
Jeffery, Mark
Data-driven marketing : the 15 metrics everyone in marketing should know / Mark Jeffery - Hoboken, New Jersey : John Wiley & Son, Inc., c2010 - xxi, 298 pages ; 24 cm.
Includes index.
Part I: Essentials -- Chapter 1: The Marketing Divide -- Chapter 2: Where Do You Start? -- Chapter 3: The 10 Classical Marketing Metrics -- Part II: 15 Metrics to Radically Improve Marketing Performance -- Chapter 4: The Five Essential Nonfinancial Metrics -- Chapter 5: Show Me the ROI! -- Chapter 6: All Customers Are Not Equal -- Chapter 7: From Clicks to Value with Internet Marketing Metrics -- Part III: The Next Level -- Chapter 8: Agile Marketing -- Chapter 9: Wow, That Product Is Exactly What I Need! -- Chapter 10: What's It Going to Take? -- Chapter 11: Marketing Budgets, Technology, and Core Processes
Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area.
9780470504543
MARKETING RESEARCH
HF 5415.2 .J44 2010
Data-driven marketing : the 15 metrics everyone in marketing should know / Mark Jeffery - Hoboken, New Jersey : John Wiley & Son, Inc., c2010 - xxi, 298 pages ; 24 cm.
Includes index.
Part I: Essentials -- Chapter 1: The Marketing Divide -- Chapter 2: Where Do You Start? -- Chapter 3: The 10 Classical Marketing Metrics -- Part II: 15 Metrics to Radically Improve Marketing Performance -- Chapter 4: The Five Essential Nonfinancial Metrics -- Chapter 5: Show Me the ROI! -- Chapter 6: All Customers Are Not Equal -- Chapter 7: From Clicks to Value with Internet Marketing Metrics -- Part III: The Next Level -- Chapter 8: Agile Marketing -- Chapter 9: Wow, That Product Is Exactly What I Need! -- Chapter 10: What's It Going to Take? -- Chapter 11: Marketing Budgets, Technology, and Core Processes
Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area.
9780470504543
MARKETING RESEARCH
HF 5415.2 .J44 2010