000			02034 a2200193 4500
008			130313b xxu||||| |||| 00| 0 eng d
020			_a978-81-317-6115-1
082			_a658.8
100			_aFARRIS, PAUL W [et.al.] _97619
245			_aMARKETING METRICS _bTHE DEFINITIVE GUIDE TO MEASURING MARKETING PERFORMANCE _cFARRIS, PAUL W.
250			_a2
260			_bPEARSON EDUCATION IN SOUTH ASIA _c2011 _aNEW DELHI
300			_aXV, 414 _bHARD
505			_aTable of Content Acknowledgments About the Authors Foreword Foreword to the Second Edition 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 Appendix A Survey of Managers’ Use of Metrics Bibliography Endnotes Index
520			_aMarketing Metrics, Second Edition, is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make. Salient Features State-of-the-art tools for maximizing value and accountability from all your marketing investments Covers promotions, advertising, distribution, customer perceptions, market share, pricing, margins, product portfolios, sales force and channel effectiveness, and much more Added coverage of social media and an entirely new chapter on assessing organizational performance
650			_aMARKETING METRICS _97620
942			_2ddc _cBK
999			_c30540 _d30540