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MEASURE WHAT MATTERS

ONLINE TOOLS FOR UNDERSTANDING CUSTOMERS, SOCIAL M


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Sinopse

Foreword Larissa A. GRunig and James E. GRunig. Preface. Part 1 Not Your Father's Ruler. Chapter 1 You Can Now Measure Everything, but You Won't Survive Without the Metrics that Matter to Your Business. Chapter 2 How to Get Started. Chapter 3 Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve. Chapter 4 Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job. Part 2 How to Measure What People Are Saying About You Online and Off. Chapter 5 How to Measure Marketing, Public Relations and Advertising in a Social Media World. Chapter 6 How to Use Numbers to Get Closer to Your Customers. Chapter 7 Measuring the Impact of Events, Sponsorships, and Speaking Engagements. Chapter 8 How to Measure Influencers and Thought Leadership. Chapter 9 Measuring Relationships with Your Local Community. Chapter 10 Measuring What Your Employees Think. Chapter 11 Threats to Your Reputation: How to Measure Crises. Chapter 12 Measuring Relationships with Salespeople, Channel Partners, and Franchisees. Chapter 13 Measurement for Nonprofits. Chapter 14 Measure What Matters in Higher Education: How to Get an A in Measurement. Epilogue: Whither Measurement? Appendix 1: The Grunig Relationship Survey. Appendix 2: Measurement Resources. Glossary. References. Index.

Detalhes do Produto

    • Ano:  2011
    • País de Produção: Germany
    • Código de Barras:  9780470920107
    • ISBN:  0470920106
    • Encadernação:  CAPA DURA
    • Altura: 239.00 cm
    • Largura: 167.00 cm
    • Comprimento: 24.00 cm
    • Quantidade de Itens do Complemento:  0
    • Nº de Páginas:  272

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