by Alejandro Domínguez Doncel, Gemma Muñoz Vera · ESIC Editorial · tapa blanda · ISBN 9788473567183
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«Métricas del marketing» is the marketing metrics guide by Alejandro Domínguez Doncel and Gemma Muñoz Vera, published by ESIC Editorial in paperback.
Explains how to measure, manage and improve marketing to justify its value to management. Includes metrics for satisfaction, retention, acquisition, loyalty, brand, sales, price, promotion and digital marketing, and links commercial management with financial management to show the effect of a 3% improvement in customer satisfaction.
The work is part of the Libros profesionales collection and was published in Madrid in 2010.
For marketing managers, executives and business professionals who need to justify the return on their activity with data.
