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

About this Item

Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!

Seller Inventory # S_458949141

Bibliographic Details

• Title: Marketing Metrics and Financial Performance (Marketing Science Institute (MSI) Relevant Knowledge Series)
• Publisher: Marketing Science Institute
• Publication Date: 2006
• Language: English
• ISBN 10: 0965711471
• ISBN 13: 9780965711470
• Binding: paperback
• Condition: Very 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.