Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.]. - 2nd ed. - Upper Saddle River, N.J. : FT Press, c2010. - xv, 414 p. : ill ; 24 cm.
Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006.
Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics.
9780137058297 (hbk. : alk. paper) 0137058292 (hbk. : alk. paper)
2009040210
Marketing research.
Marketing--Mathematical models.
658.8/3
Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006.
Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics.
9780137058297 (hbk. : alk. paper) 0137058292 (hbk. : alk. paper)
2009040210
Marketing research.
Marketing--Mathematical models.
658.8/3