Title:
Key marketing metrics : the 50+ metrics every manager needs to know
Author:
Farris, Paul W., author.
ISBN:
9781292212470
Personal Author:
Uniform Title:
Marketing metrics
Edition:
Second European edition.
Physical Description:
xiv, 422 pages : illustrations ; 24 cm
General Note:
Original edition entitled: Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein. Third edition. Upper Saddle River, NJ :Pearson Education, 2016.
First European edition published 2009 (print).
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.
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