Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series) report an error
by Donald R. Lehmann and David J. Reibstein
Publisher: Marketing Science Institute (December 2006)
Suggested Price: $25.00
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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.
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