Measuring the effectiveness of marketing expenditure [electronic resource] / Tim Ambler.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Modern brand management: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (33 min.) : color, sound)Subject(s): Branding (Marketing) | Marketing -- Cost effectivenessOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: The use of metrics -- Review of the Australian Marketing Institute webware for dashboard metrics selection and design -- Layout design -- Should the Australian system be adopted elsewhere? -- Marketing performance -- Brand valuation -- Silver metrics -- DCF techniques in performance measurement and planning -- The bottom line -- Benefits from well designed market dashboards.
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Mode of access: World Wide Web.