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Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.

By: Contributor(s): Material type: TextTextPublisher: Upper Saddle River, NJ : Pearson Education, Inc., 2016Edition: Third EditionDescription: xv, 439 pages : illustrations ; 24 cm. ; casedISBN:
  • 9780134085968 (hbk.)
  • 0134085965 (hbk.)
  • 9780134085968:
Subject(s): DDC classification:
  • 658.83 23
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 metrics -- Online, email and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics.
Holdings
Item type Current library Call number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.83 (Browse shelf(Opens below)) Checked out 31/08/2020 83105
General Lending Carlow Campus Library General Lending 658.83 (Browse shelf(Opens below)) Checked out 20/06/2019 83166

CWB07, CW908 39.97

Includes bibliographical references and index.

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 metrics -- Online, email and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics.

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