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Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris ... [et al.].

Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : FT Press, c2010.Edition: 2nd edDescription: xv, 414 p. : ill. ; 24 cmISBN:
  • 9780137058297 (hbk. : alk. paper)
  • 0137058292 (hbk. : alk. paper)
Subject(s): DDC classification:
  • 658.8/3 22
LOC classification:
  • HF5415.2 .M35543 2010
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.
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Holdings
Item type Current library Home library Shelving location Call number Copy number Status Barcode
Books Books Main Campus Library University of Eastern Africa, Baraton Main Stack HF5415.2 .M35543 2010 (Browse shelf(Opens below)) C.1 Available 82121
Books Books Main Campus Library University of Eastern Africa, Baraton Main Stack HF5415.2 .M35543 2010 (Browse shelf(Opens below)) C.2 Available 82122

Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006.

Includes bibliographical references and index.

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.

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