Measuring Marketing: 103 Key Metrics Every Marketer Needs

图书标准信息

• 作者 John Davis（约翰·戴维斯） 著
• 出版社 John Wiley & Sons
• 出版时间 2006-09
• 版次 1
• ISBN 9780470821329
• 定价 445.50元
• 装帧 平装
• 开本 其他
• 纸张 其他
• 页数 440页
• 正文语种 英语

【内容简介】

Marketingisnowbeingaskedtobemeasurablyaccountablefornotonlythetop-lineoftheirincomestatement,butalsoforthebottom-lineaswell.They'rebeingaskedtoaccountforthetotalmarketingprograminadditiontoitscomponentproductprograms,itsadvertising,salespromotion,salesanddistribution,andpricingprograms.Thisisthefirstbookthataddressestheclamoranddemandfrommarketing'smanystakeholderstobeaccountableforitsstrategiesandactivities.

【作者简介】

JohnDavisisaPracticeAssociateProfessorofMarketingatSingaporeManagementUniversitywhereheisalsoDirectoroftheCenterforMarketingExcellence.HeistheauthorofMagicNumbersforConsumerMarketing,andisfounderofBrandNewView,aglobaltr5aningandconsultingcompany.

Johnteachesandconsultswithcompaniesaroundtheworld,andisafeaturespeakeratconferences.hehasfoundedtwoawardwinningcompaniesandletmarketingteamsatNike,InformixandTransamerica.

HeearnedhisMBAfromColumbiaUniversityandhisBAfromStanfordUniversity.