Marketing metrics : the manager's guide to measuring marketing performance. /
Bendle, Neil T.,
Marketing metrics : the manager's guide to measuring marketing performance. / Neil T. Bendle ...[et al.] - 3rd ed. - xv, 439 pages ; ills, bibliography, index; 24 cm
Includes bibliographical references (pages 417-420) and index.
Contents: 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 metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics
9780134085968 0134085965
2015943269
Marketing research.
Marketing--Mathematical models.
Performance--Measurement.
HF5415.2.B45
Marketing metrics : the manager's guide to measuring marketing performance. / Neil T. Bendle ...[et al.] - 3rd ed. - xv, 439 pages ; ills, bibliography, index; 24 cm
Includes bibliographical references (pages 417-420) and index.
Contents: 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 metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics
9780134085968 0134085965
2015943269
Marketing research.
Marketing--Mathematical models.
Performance--Measurement.
HF5415.2.B45