Marketing metrics : the definitive guide to measuring marketing performance

Paul W. Farris; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein

Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics

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Year of publication:	c 2010 ; 2nd, rev. ed., 1. print.
Authors:	Farris, Paul W. ; Bendle, Neil T. ; Pfeifer, Phillip E. ; Reibstein, David J.
Publisher:	Upper Saddle River, NJ : Wharton School Publ.
Subject:	Marketing \| Marktforschung \| Market research \| Betriebliche Kennzahl \| Financial ratio \| Return on Investment \| Return on investment \| Marketingforschung \| Mathematisches Modell
Description of contents:	Table of Contents [gbv.de]

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Extent:	xv, 414 p ill 24 cm
Type of publication:	Book / Working Paper
Language:	English
Notes:	Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006 Includes bibliographical references and index Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics.
ISBN:	978-0-13-705829-7 ; 0-13-705829-2
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10003881401