For courses in marketing management or marketing strategy. A focus
on how marketing performance, profitability, and strategies affect
profit. Measuring performance and profitability in marketing is
becoming more and more important in the business world. Best
focuses on marketing performance, and profitability, and the role
marketing strategies play in building the profits of a business.
This edition further builds on the metrics and analytics focus,
while incorporating the rise of technology in marketing.
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