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Marketing metrics : 50+ metrics every executive should master / Paul W. Farris ... [et al.]

Contributor(s): Farris, Paul.
Publisher: Upper Saddle River : Pearson Education, c2006Description: xvi, 359 p. : ill. ; 25 cm.ISBN: 0131873709 (hbk.); 9780131873704 (hbk.).Subject(s): Marketing research | Marketing -- Mathematical modelsDDC classification: 658.83
Contents:
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 media and Web metrics - 10. Marketing and finance - 11. The marketing metrics x-ray.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.83 MAR 2006 (Browse shelf) 1 Available GENLS,GENLS,03,GR 5000000265

Includes bibliographical references (p. 335-337) and index.

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 media and Web metrics - 10. Marketing and finance - 11. The marketing metrics x-ray.