Marketing Metrics: 50+ Metrics Every Executive Should Master Summary:
Publisher: Wharton School Publishing | ISBN: 0131873709 | edition 2006 | PDF | 384 pages | 18,5 mb
In a category that suffers from a surfeit of books related to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money. For CEOs and those in marketing trenches needing accountability, this is the best marketing book of the year.
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