Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)
By Donald R. Lehmann and David J. Reibstein.
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. - from Amzon
ISBN(s)
0965711471, 9780965711470
