TY  - BOOK
AU  - Jeffery,Mark
TI  - Data-driven marketing: the 15 metrics everyone in marketing should know 
SN  - 9780470595688
AV  - HF5415.2 .J44 2010eb
U1  - 658.8/3 22
PY  - 2010///
CY  - Hoboken, N.J.
PB  - John Wiley
KW  - Marketing research
KW  - Marketing
KW  - Mathematical models
KW  - Case studies
KW  - Recherche
KW  - Mod�eles math�ematiques
KW  - �Etudes de cas
KW  - BUSINESS & ECONOMICS
KW  - Research
KW  - bisacsh
KW  - fast
KW  - Effizienzmessung
KW  - gnd
KW  - Leistungskennzahl
KW  - Marketingaudit
KW  - marketing
KW  - math�ematiques
KW  - rero
KW  - recherche �evaluative
KW  - mod�ele math�ematique
N1  - Includes bibliographical references and index; Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile Marketing
N2  - "Every marketing department is under pressure to deliver, but some will thrive and some won't. Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area."--Jacket
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119198666
ER  -