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
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Asia Campus Main Collection |
HF5410 .F37 2006
(Browse shelf) 900173810 |
Available | 900173810 | |||
|
|
Europe Campus Main Collection |
HF5410 .F37 2006
(Browse shelf) 001173248 |
Available | 001173248 |
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
There are no comments for this item.