TY  - ADVS
AU  - Ambler,Tim
TI  - Measuring the effectiveness of marketing expenditure
T2  - Modern brand management : fundamentals and latest thinking
PY  - 2010///
CY  - London
PB  - Henry Stewart Talks
KW  - Branding (Marketing)
KW  - Marketing
KW  - Cost effectiveness
N1  - 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; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST102.2299&c=250
UR  - http://hstalks.com/lib.php?t=HST102&c=250
ER  -