000			01053nam a2200181Ia 4500
001			24982
008			230215s9999 xx 000 0 und d
020			_a978-0-470-50454-3
100			_aJeffery, Mark
245		0	_aData-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
260			_bJohn Wiley & Sons, Inc.
260			_c2010
300			_a298
520			_aIn the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing...
650			_aNon-Fiction / Marketing Research
942			_2DDC
942			_cBK
999			_c1526 _d1526