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Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition by David J. Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul Farris

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10. Online, Email, and Mobile Metrics

In this chapter, we focus on metrics used in Web-based and other marketing efforts enabled by the widespread use of information technology. The Internet increasingly provides valuable opportunities to augment traditional broadcast and print advertising with interactive media. In fact, many advertising media terms, such as impressions, are used to describe and evaluate Web-based ...

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