Marketing metrics the definitive guide to measuring marketing performance

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 media and web metrics -- Marketing and finance -- The marketing metrics X-ray...

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Weitere Verfasser:	Farris, Paul W. (BerichterstatterIn), Bendle, Neil T. (BerichterstatterIn), Pfeifer, Phillip E. (BerichterstatterIn), Reibstein, David J. (BerichterstatterIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Upper Saddle River, NJ Wharton School Publ. c 2010
Ausgabe:	2nd, rev. ed., 1. print.
Schlagworte:	Marketing > Marktforschung > Betriebliche Kennzahl > Return on Investment > Marketing research > Mathematical models > Marketingforschung > Mathematisches Modell
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	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 media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics. 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 media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics
Beschreibung:	Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006 Includes bibliographical references and index
Beschreibung:	xv, 414 p ill 24 cm
ISBN:	9780137058297 978-0-13-705829-7 0137058292 0-13-705829-2