Bendle, Neil T. <br/><br/>
Marketing metrics :  the manager's guide to measuring marketing performance 
 Manager's guide to measuring marketing performance 
Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein. 
 - 3rd ed. 
 - Upper Saddle River (N.J.) :  Pearson Education,  c2016. 
 - xv, 439 p. :  ill. ;  24 cm. 
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<br/><br/>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 
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<br/><br/><label>ISBN: </label>9780134085968 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Statistics<br/>Performance--Measurement<br/>Marketing research<br/>Marketing--Mathematical models
<br/><br/><label>Dewey Class. No.: </label>658.83 BE MA