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Marketing metrics : the manager's guide to measuring marketing performance

By: Bendle, Neil T
Title By: Farris, Paul W | Pfeifer, Phillip E | Reibstein, David J
Material type: BookPublisher: Upper Saddle River (N.J.) : Pearson Education, c2016.Edition: 3rd ed.Description: xv, 439 p. : ill. ; 24 cm.ISBN: 9780134085968Program: MARK935, MARK210, MARK310Other title: Manager's guide to measuring marketing performance.Subject(s): Marketing -- Statistics | Performance -- Measurement | Marketing research | Marketing -- Mathematical modelsDDC classification: 658.83 BE MA Online resources: Ebook
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Item type Home library Call number Status Notes Date due Barcode Item holds
TEACHER REF University of Wollongong in Dubai
Tardis
658.83 BE MA (Browse shelf) Available T0060549
3 DAY LOAN University of Wollongong in Dubai
Main Collection
658.83 BE MA (Browse shelf) Checked out 09/11/2023 T0012139
CRS University of Wollongong in Dubai
Closed Reserve
658.83 BE MA (Browse shelf) Checked out 10/19/2020 T0012175
CRS University of Wollongong in Dubai
Closed Reserve
658.83 BE MA (Browse shelf) Available sept2018 T0012125
Total holds: 0

Includes bibliographical references (pages 417-420) and index.

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

MARK935, MARK210, MARK310

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