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Marketing payback : is your marketing profitable? /
By: Shaw, Robert
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Contributor(s): Merrick, David.
Publisher: Harlow, England ; New York : Fianancial Times/Prentice Hall, 2005Description: xi, 511 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0273688847 (alk. paper); 9780273688846:; 9780273688846 (alk. paper).Subject(s): Marketing | Marketing -- Evaluation | Success in businessDDC classification: 658.8 Summary: From hard investments to hard decisions, marketers and executives need a better framework for measuring marketing performance. This text delivers a practical and coherent set of tools and techniques to measure the effectiveness of marketing.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.8 SHA (Browse shelf(Opens below)) | 1 | Available | 0067385 |
Total holds: 0
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| 658.8 PIN The experience economy / | 658.8 PIN The experience economy / | 658.8 RUS Service marketing / | 658.8 SHA Marketing payback : is your marketing profitable? / | 658.8 SHE Handbook of relationship marketing / | 658.8 SHE Does marketing need reform? : Fresh perspectives on the future / | 658.8 SMI On purpose : delivering a branded customer experience people love / |
Includes bibliographical references (p. [488]-496) and index.
From hard investments to hard decisions, marketers and executives need a better framework for measuring marketing performance. This text delivers a practical and coherent set of tools and techniques to measure the effectiveness of marketing.