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

Donald R. Lehmann and David J. Reibstein

ISBN 10: 0965711471 / ISBN 13: 9780965711470

Published by Marketing Science Institute, 2006

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Bibliographic Details

Title: Marketing Metrics and Financial Performance ...

Publisher: Marketing Science Institute

Publication Date: 2006

Binding: paperback

Condition: Good

About this title

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.

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.