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Measuring Marketing: 103 Key Metrics Every Marketer Needs - Couverture souple

Davis, John A.

 
9780470821329: Measuring Marketing: 103 Key Metrics Every Marketer Needs
Couverture souple
ISBN 10 : 0470821329 ISBN 13 : 9780470821329
Editeur : John Wiley & Sons Ltd, 2006

Synopsis

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.

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À propos de l'auteur

John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company. John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica. He earned his MBA from Columbia University and his BA from Stanford University.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley & Sons Ltd
Date d'édition
2006
Langue
anglais
ISBN 10 
0470821329
ISBN 13 
9780470821329
Reliure
Broché
Nombre de pages
440
Coordonnées du fabricant
non disponible
Personne responsable
non disponible