Marketing Metrics, 4th edition

Published by Pearson FT Press (August 23, 2020) © 2021

  • Neil Bendle
  • Paul W. Farris
  • Phillip Pfeifer
  • David Reibstein

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Table of contents

  • Chapter 1: Introduction
  • Chapter 2: Share of Hearts, Minds, and Markets
  • Chapter 3: Margins and Profits
  • Chapter 4: Product and Portfolio Management
  • Chapter 5: Customer Profitability
  • Chapter 6: Sales Force Management
  • Chapter 7: Channel Management
  • Chapter 8: Pricing Strategy
  • Chapter 9: Promotion
  • Chapter 10: Advertising and Sponsorship Metrics
  • Chapter 11: Online, Email, and Mobile Metrics
  • Chapter 12: Marketing and Finance
  • Chapter 13: The Marketing Metrics X-Ray and Testing
  • Chapter 14: System of Metrics
  • Bibliography

Author bios

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