Marketing by the numbers how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman.
| Author/creator | Harden, Leland |
| Other author | Heyman, Bob, 1948- |
| Format | Electronic |
| Publication Info | New York : Amacom-American Management Association, |
| Description | viii, 246 p. : ill. ; 24 cm. |
| Supplemental Content | Full text available from Ebook Central - Public Library Complete |
| Subjects |
| Contents | Introduction: how to drive successful marketing ROI. Case study #1: Ace Hardware -- Principles for measuring marketing ROI : what to measure and how to measure it. Case study #2: Ice.com -- Measuring the unmeasurable : branding, buzz and social media -- Mapping ROI to the sales funnel. Case study #3: Nike -- Best practices : budgeting and projecting -- Tools for measuring online performance to maximize ROI. Special section: measuring with Marshall -- ROI in the enterprise. Case study #4: Epic change. Special section: ROI basics. |
| Bibliography note | Includes index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2010027228 |
| ISBN | 9780814416204 |