TY  - BOOK
AU  - Harden, Leland
AU  - Heyman, Bob
TI  - Marketing by the numbers : how to measure and improve the ROI of any campaign
SN  - 9780814416204
PY  - 2011///
CY  - New York
PB  - Amacom
KW  - Internet marketing - Case studies
KW  - Internet marketing
N1  - With marketing budgets stretched tight, it's harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. "Marketing by the Numbers" shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Providing case studies, techniques, and checklists, the book pays special attention to the new generation of Web tools
ER  -