TY  - BOOK
AU  - Bendle,Neil T.
AU  - Bendle, Neil T.
TI  - Marketing metrics : : the manager's guide to measuring marketing performance. 
SN  - 9780134085968
AV  - HF5415.2.B45 
PY  - 2016///
CY  - Upper Saddle River, NJ : 
PB  - Pearson Education
KW  - Marketing research
KW  - Marketing
KW  - Mathematical models
KW  - Performance
KW  - Measurement
N1  - Includes bibliographical references (pages 417-420) and index; 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 metrics -- Online, email, and mobile metrics -- Marketing and finance -- The marketing metrics x-ray and testing -- System of metrics
ER  -