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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the
Autor:
Norris, Vincent P.
Publikováno v:
The Journal of Consumer Affairs, 1982 Jul 01. 16(1), 173-176.
Externí odkaz:
https://www.jstor.org/stable/23859094
Autor:
Kusum L. Ailawadi, Paul W. Farris
Publikováno v:
NIM Marketing Intelligence Review. 15:24-31
Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand a
Autor:
Bolen, William H.
Publikováno v:
Journal of Advertising, 1984 Jan 01. 13(1), 49-49.
Externí odkaz:
https://www.jstor.org/stable/4188485
Autor:
Paul W. Farris, Michael J. Moore
This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Im
Autor:
Conrad Hill
Publikováno v:
Journal of Macromarketing. 1:70-70
Autor:
William H. Bolen, Robert L. King
Publikováno v:
Journal of Advertising. 13:49-49
Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and t