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Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)

Name: Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)
Brand: Marketing Science Institute
SKU: ByrdShop_0965711471
Price: 40.84 USD
Availability: InStock

paperback – December 1, 2006

by Donald R. Lehmann and David J. Reibstein

$40.84 USD

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ISBN-13: 9780965711470 ISBN-10: 0965711471

Publisher

Marketing Science Institute

Binding

paperback

Published

December 1, 2006

Weight

0.6 lbs

Dimensions

0.00×0.00×0.00 cm

About this book

Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series) by Donald R. Lehmann and David J. Reibstein. paperback edition. ISBN: 9780965711470.

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.