Measuring Marketing: 103 Key Metrics Every Marketer Needs

by John A. Davis

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...

• Format: Paperback
• Language: English
• ISBN: 0470821329
• ISBN13: 9780470821329
• Release Date: November 2006
• Publisher: John Wiley & Sons
• Length: 408 Pages
• Weight: 1.82 lbs.
• Dimensions: 1.5" x 7.1" x 10.0"