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Marketing metrics: 50+ metrics every executive should master

Author: Farris, Paul W. ; Bendle, Neil T. ; Pfeifer, Phillip E. ; Reibstein, David J.Publisher: Wharton, 2006.Language: EnglishDescription: 359 p. : Graphs/Ill. ; 24 cm.ISBN: 0131873709Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5410 .F37 2006
(Browse shelf)
900173810
Available 900173810
Book Europe Campus
Main Collection
Print HF5410 .F37 2006
(Browse shelf)
001173248
Available 001173248
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing Metrics: 50+ Metrics Every Executive Should Master Contents Acknowledgments xi About the Authors xiii Foreword xiv 1 INTRODUCTION 1 2 SHARE OF HEARTS, MINDS, AND MARKETS 11 3 MARGINS AND PROFITS 45 4 PRODUCT AND PORTFOLIO MANAGEMENT 89 5 CUSTOMER PROFITABILITY 129 6 SALES FORCE AND CHANNEL MANAGEMENT 157 7 PRICING STRATEGY 195 8 PROMOTION 239 9 ADVERTISING MEDIA AND WEB METRICS 263 10 MARKETING AND FINANCE 305 11 THE MARKETING METRICS X-RAY 323 Bibliography 335 Endnotes 339 Index 345

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