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

Donald R. Lehmann And David J. Reibstein

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9780965711470: Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)
Softcover
ISBN 10: 0965711471 ISBN 13: 9780965711470
Publisher: Marketing Science Institute, 2006

Synopsis

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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About the Author

Donald R. Lehmann is George E. Warren Professor of Business at the Columbia Business School. David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania.

"About this title" may belong to another edition of this title.

Publisher
Marketing Science Institute
Publication date
2006
Language
English
ISBN 10 
0965711471
ISBN 13 
9780965711470
Binding
Paperback
Number of pages
92
Rating
  • 3.67 out of 5 stars
    6 ratings by Goodreads