Covers the full spectrum of marketing metrics: pros, cons, nuances, and applications
Shows how to choose the right metrics for every challenge, and translate numbers into actionable management insight
Adds extensive new coverage of sponsorship and omnichannel metrics, MASB advances in measurement discipline, global brand evaluation, and more
Includes new sections on the interfaces between financial markets, accounting, and marketing metrics - for marketers who are involved in C-suite decisions, or aspire to be
Helps you quantify the profitability of products, customers, channels, marketing initiatives, and more
