000			01726nam a2200301 i 4500
999			_c30767 _d30767
001			nam a22 7a 4500
008			220524b xxu||||| |||| 00| 0 eng d
020			_a9780134085968
082			_a658.83 BE MA
100	1		_aBendle, Neil T. _9706
245	1	0	_aMarketing metrics : _bthe manager's guide to measuring marketing performance _cNeil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein.
246	3	0	_aManager's guide to measuring marketing performance
250			_a3rd ed.
260			_aUpper Saddle River (N.J.) : _bPearson Education, _cc2016.
300			_axv, 439 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references (pages 417-420) and index.
505			_aAcknowledgments 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
526			_aMARK935, MARK210, MARK310
650		0	_aMarketing _xStatistics _9707
650		0	_aPerformance _xMeasurement _9708
650		0	_aMarketing research _9123
650		0	_aMarketing _xMathematical models _9124
700	1		_aFarris, Paul W. _921187
700	1		_aPfeifer, Phillip E. _9709
700	1		_aReibstein, David J. _9710
856			_uhttps://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/1a3f0tj/alma991003362153406666 _zEbook
942			_cREGULAR