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Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quant

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment

Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning t

"Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them." Erv Shames, Chairman, Wes

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading market