{"product_id":"dagmar-defining-advertising-goals-for-measured-advertising-results-9780844234229","title":"Dagmar: Defining Advertising Goals for Measured Advertising Results","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eDagmar: Defining Advertising Goals for Measured Advertising Results\u003c\/strong\u003e by Dutka, Solomom. hardcover edition. ISBN: 9780844234229.\u003c\/p\u003e\n\u003cp\u003eNo aspect of the advertising and marketing process has been more debated, more criticized, or more elusive than the measurement of advertising effectiveness. And while many measurement techniques, methodologies, and theories have appeared over the years, none has stood the test of time better than that presented in DAGMAR: Defining Advertising Goals for Measured Advertising Results. It is a true classic of business literature that for more than three decades has educated advertising students and practitioners on how to think about and how to evaluate advertising expenditures.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"McGraw-Hill Education","offers":[{"title":"Default Title","offer_id":44989366894645,"sku":"ByrdShop_0844234222","price":61.97,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780844234229_da57463c-d45e-4ee6-8348-7872f2447f9a.jpg?v=1778730752","url":"https:\/\/atxbooks.com\/products\/dagmar-defining-advertising-goals-for-measured-advertising-results-9780844234229","provider":"ATX Books","version":"1.0","type":"link"}