Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)
Book Details
Author(s)
Donald R. Lehmann and David J. Reibstein
Publisher
Marketing Science Institute
ISBN / ASIN
0965711471
ISBN-13
9780965711470
Availability
Usually ships in 24 hours
Sales Rank
#1,956,969
Marketplace
United States 🇺🇸
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Description
Examines the current focus on measuring marketing productivity, develops a metrics "value chain," outlines findings on how marketing actions and customer assets link to product-market and financial performance, and discusses methodogical approaches and issues.
