Farris, Paul W.; Bendle, Neil T.; Pfeifer, Phillip E.; … - 2010 - 2nd, rev. ed., 1. print.
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...
