000			01440nam a2200157Ia 4500
999			_c2492 _d2492
008			201214s9999||||xx |||||||||||||| ||und||
020			_a9781118153741
082			_a658.8
100			_aJohn A. Davis
245		0	_aMeasuring Marketing: 110+ Key Metrics Every Marketer Needs / _cJohn A. Davis
250			_a2nd ed.
260			_bJohn Wiley & Sons Inc., _c2013.  _aNew York:
300			_a320 p. : ill. ; 25cm.
520			_aEvaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when.
942			_2ddc