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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 Course reserves
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) Available T0012139
CRS University of Wollongong in Dubai
Closed Reserve
658.83 BE MA (Browse shelf) Checked out 10/19/2020 T0012175

MARK310 Autumn2022

CRS University of Wollongong in Dubai
Closed Reserve
658.83 BE MA (Browse shelf) Checked out sept2018 08/16/2022 18:14 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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