Marketing metrics : the manager's guide to measuring marketing performance / Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein.
Material type:
TextPublisher: Upper Saddle River, NJ : Pearson Education, Inc., 2016Edition: Third EditionDescription: xv, 439 pages : illustrations ; 24 cm. ; casedISBN: - 9780134085968 (hbk.)
- 0134085965 (hbk.)
- 9780134085968:
- 658.83 23
| 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 |
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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.