Marketing Metrics: The Manager's Guide to Measuring Marketing Performance

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:

• Important new coverage of intangible assets
• A rigorous and practical discussion o...