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: Soft cover
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.

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