Measuring marketing : 110+ Key Metrics Every Marketer Needs

Abstract

Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately. Measuring marketing success is difficult, but this book shows what and when to assess. Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies.