Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer and David J. Reibstein.
By: Bendle, Neil T [author.].
Contributor(s): Farris, Paul [author.] | Pfeifer, Phillip E [author.] | Reibstein, David J [author.].
Publisher: Upper Saddle River, NJ : Pearson Education, [2016]Copyright date: ©2016Edition: Third edition.Description: xv, 439 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780134085968; 0134085965.Other title: Manager's guide to measuring marketing performance.Subject(s): Marketing -- Statistics | Performance -- Measurement | Marketing research | Marketing -- Mathematical models | Marketing | Marketing -- Mathematical models | Marketing research | Performance -- MeasurementGenre/Form: Statistics.Item type | Current library | Home library | Collection | Shelving location | Call number | Status | Date due | Barcode |
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Books | American University in Dubai | American University in Dubai | Non-fiction | Main Collection | HF 5415.2 .B46 2016 (Browse shelf(Opens below)) | Available | 5124634 |
Includes bibliographical references (pages 417-420) and index.
Machine generated contents note: 1. Introduction -- 2. Share of Hearts, Minds, And Markets -- 3. Margins And Profits -- 4. Product And Portfolio Management -- 5. Customer Profitability -- 6. Sales Force And Channel Management -- 7. Pricing Strategy -- 8. Promotion -- 9. Advertising Metrics -- 10. Online, Email, And Mobile Metrics -- 11. Marketing And Finance -- 12. The Marketing Metrics X-Ray And Testing -- 13. System of Metrics.
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