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Marketing metrics and financial performance

Author: Lehmann, Donald R. ; Reibstein, David J. Series: Relevant knowledge series ; 5 Publisher: Marketing Science Institute, 2006.Language: EnglishDescription: 92 p. : Ill. ; 23 cm.ISBN: 9780965711470Type of document: BookBibliography/Index: Includes bibliographical references
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5410 .L44 2006
(Browse shelf)
900190435
Available 900190435
Book Europe Campus
Main Collection
Print HF5410 .L44 2006
(Browse shelf)
001227226
Available 001227226
Total holds: 0

Includes bibliographical references

Digitized

Marketing Metrics and Financial Performance Contents Foreword Executive Summary Introduction The Metrics Imperative: Making Marketing Matter Types of Marketing Metrics Structuring Marketing Metrics A Metrics Menu Summary Linking Marketing Actions to Product-Market Performance Marketing Mix Marketing Capabilities and Strategy Market Orientation Linking Marketing Actions to Financial Performance Marketing Mix Strategy and Processes Linking Marketing Assets to Financial Performance Satisfaction Customers Brands Methodological Approaches and Issues Cross-sectional versus Time-Series Data The Impact of Competition Subjective versus Objective Performance Measures Statistical Methods Comprehensive Testing Estimating Effects and Action Optimization Timing of Effects vii ix xvii 3 5 7 10 18 19 19 21 22 25 25 26 29 29 32 35 39 39 39 40 41 44 44 45 Conclusions Measures Used in Practice Toward a Common Metric Chain Open Issues Growth: The Ultimate Metric? Summary References For Further Reading About the Authors About MSI Related MSI Working Papers 47 47 47 49 49 51 55 69 75 77 79

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