Marketing Metrics: Linking Marketing to Financial Consequences

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Published 17 Oct 2008
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The Wharton Marketing Metrics program provides marketing and finance executives with the knowledge they nee...
The Wharton Marketing Metrics program provides marketing and finance executives with the knowledge they need to accurately measure the effectiveness of marketing expenditures. Participants learn to assess short-term and long-term implications of marketing strategies by evaluating intangible assets such as brand and customer satisfaction, analyzing the potential financial impact of marketing expenditures, and discovering how to effectively allocate a marketing budget.
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