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Marketing Calculator: Measuring and Managing Return on Marketing Investment
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Marketing Calculator: Measuring and Managing Return on Marketing Investment

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This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their ...more
Paperback, 288 pages
Published September 1st 2008 by John Wiley & Sons
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Kyle
Oct 13, 2009 Kyle rated it liked it
A good overview of general concepts. Anyone looking to find out how to execute market mix modeling will walk away disappointed...
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