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Marketing metrics : the definitive guide to measuring marketing performance

Author: Paul Farris
Publisher: Upper Saddle River, N.J. : Wharton School Pub., ©2010.
Edition/Format:   eBook : Numeric data : English : 2nd edView all editions and formats
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Material Type: Numeric data, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Paul Farris
ISBN: 9780137058297 0137058292 9780137053094 0137053096 0137053134 9780137053131
OCLC Number: 503022428
Notes: Revised edition of: Marketing metrics : 50+ metrics every executive should master. 2006.
Description: 1 online resource (xv, 416 pages) : illustrations
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.
Responsibility: Paul W. Farris [and others].

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