INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780134085968 |
DEWEY DECIMAL CLASSIFICATION NUMBER |
Call number |
658.83 BE MA |
MAIN ENTRY--PERSONAL NAME |
Authors |
Bendle, Neil T. |
TITLE STATEMENT |
Title |
Marketing metrics : |
Subtitle |
the manager's guide to measuring marketing performance |
Statement of responsibility, etc |
Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein. |
VARYING FORM OF TITLE |
Title proper/short title |
Manager's guide to measuring marketing performance |
EDITION STATEMENT |
Edition |
3rd ed. |
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
Place of publication |
Upper Saddle River (N.J.) : |
Publisher |
Pearson Education, |
Date |
c2016. |
PHYSICAL DESCRIPTION |
Extent |
xv, 439 p. : |
Other Details |
ill. ; |
Size |
24 cm. |
CONTENTS |
Contents |
Acknowledgments ix About the Authors xi Foreword xiii Foreword to Third Edition xv 1: INTRODUCTION 1 2: SHARE OF HEARTS, MINDS, AND MARKETS 17 3: MARGINS AND PROFITS 67 4: PRODUCT AND PORTFOLIO MANAGEMENT 111 5: CUSTOMER PROFITABILITY 157 6: SALES FORCE AND CHANNEL MANAGEMENT 185 7: PRICING STRATEGY 225 8: PROMOTION 271 9: ADVERTISING METRICS 295 10: ONLINE, EMAIL, AND MOBILE METRICS 325 11: MARKETING AND FINANCE 363 12: THE MARKETING METRICS X-RAY AND TESTING 383 13: SYSTEM OF METRICS 401 Bibliography 417 Endnotes 421 Index 429 |
STUDY PROGRAM |
Program name |
MARK935, MARK210, MARK310 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical Heading |
Marketing |
General |
Statistics |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical Heading |
Performance |
General |
Measurement |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical Heading |
Marketing research |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical Heading |
Marketing |
General |
Mathematical models |
ADDED ENTRY |
Name |
Farris, Paul W. |
ADDED ENTRY |
Name |
Pfeifer, Phillip E. |
ADDED ENTRY |
Name |
Reibstein, David J. |
ELECTRONIC LOCATION AND ACCESS |
Uniform Resource Identifier |
https://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/1a3f0tj/alma991003362153406666 |
Public note |
Ebook |
MAIN ENTRY--PERSONAL NAME |
-- |
706 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
-- |
707 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
-- |
708 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
-- |
123 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
-- |
124 |
ADDED ENTRY |
-- |
21187 |
ADDED ENTRY |
-- |
709 |
ADDED ENTRY |
-- |
710 |