| Edition |
2nd ed. |
| Description |
xv, 414 p. : ill. ; 24 cm. |
| Note |
Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006. |
| Bibliography |
Includes bibliographical references and index. |
| 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 media and web metrics |
| Subject |
Marketing research.
|
|
Marketing -- Mathematical models.
|
| Added Author |
Farris, Paul.
|
| ISBN |
9780137058297 (hbk. : alk. paper) |
|
0137058292 (hbk. : alk. paper) |
|
