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Book Cover
Lang Matl

Title Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.].

Imprint Upper Saddle River, N.J. : FT Press, c2010.

Copies

Location Call No. Status
 CCQ - Lusail Female Library  HF5415.2    Available
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)