Farris P.W., Bendle N.T. Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know

Wharton School Publishing – 2009, 368 pages
ISBN: 0273722034, 9780273722038Key Marketing Metrics is your definitive guide to the most powerful metrics you can use to measure your marketing success. It covers everything you need to know about over 50 of the most important metrics and will help you make the most out of your marketing money." "You'll learn the practical basics of each metric, as well as how and when to apply them. The emphasis is on clarity, simplicity and applicability, so that you can confidently find the tools and strategies that fit best with your needs. With instructive examples embedded throughout, Key Marketing Metrics is the fastest way to find out what you're getting for your marketing spend.