Marketing metrics
the manager's guide to measuring marketing performance
Bendle, Neil T.
creator
Bendle, Neil T.
text
bibliography
nju
2016
3rd ed.
monographic
eng
xv, 439 pages ; 24 cm ills, bibliography, 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
Neil T. Bendle ...[et al.]
Includes bibliographical references (pages 417-420) and index.
Marketing research
Marketing
Mathematical models
Performance
Measurement
HF5415.2.B45
9780134085968
0134085965
2015943269
WIUC - GH
150605
20231009143601.0
18648606
eng