Marketing metrics : the definitive guide to measuring marketing performance

• Main Author: Farris, Paul W. (Author)
• Format: Book
• Language: English
• Published: Upper Saddle River : FT Press, c2010
• Edition: 2nd ed.
• Subjects: marketing > úlohy; marketingový výzkum; marketingový výzkum > úlohy; ekonometrie; matematické modely; marketing > problems, exercises, etc; marketing research; marketing research > problems, exercises, etc; econometrics; mathematical models; příručky; handbooks, manuals, etc

Table of 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