Research Catalog

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

Title
Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.].
Publication
Upper Saddle River, N.J. : FT Press, c2010.

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TextRequest in advance HF5415.2 .M35543 2010Off-site

Details

Additional Authors
Farris, Paul.
Description
xv, 414 p. : ill.; 24 cm.
Subjects
Note
  • Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006.
Bibliography (note)
  • 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 -- Marketing and finance -- The marketing metrics X-ray -- System of metrics.
ISBN
  • 9780137058297 (hbk. : alk. paper)
  • 0137058292 (hbk. : alk. paper)
LCCN
  • 2009040210
  • 99942216227
Owning Institutions
Columbia University Libraries