Marketing Metrics The Definitive Guide to Measuring Marketing Performance

ISBN-10: 0137058292

ISBN-13: 9780137058297

Edition: 2nd 2010

List price: $54.99 Buy it from $13.63
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Book details

List price: $54.99
Edition: 2nd
Copyright year: 2010
Publisher: Wharton School Publishing
Publication date: 2/3/2010
Binding: Hardcover
Pages: 432
Size: 7.00" wide x 9.00" long x 1.00" tall
Weight: 2.112
Language: English

Paul W. Farrisis Landmark Communications Professor and Professor of Marketing at Darden Graduate Business School, University of Virginia.Neil T. Bendle, Ph.D. student in marketing at the Carlson School of Management, has a decade's experience in marketing management and related areas.Phillip E. Pfeifer, Alumni Research Professor of Business Administration at Darden, specializes in interactive marketing.David J. Reibstein, William Stewart Woodside Professor at The Wharton School, researches marketing metrics and their link to business results. He was Executive Director of the Marketing Sciences Institute.

Acknowledgments
About the Authors
Foreword
Foreword to Second Edition
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
Survey of Managers' Use of Metrics
Bibliography
Endnotes
Index
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