Marketing Metrics and Financial Performance

by Donald R. Lehmann and David J. Reibstein

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0965711471
• ISBN13: 9780965711470
• Release Date: December 2006
• Publisher: Marketing Science Institute
• Length: 92 Pages
• Weight: 0.60 lbs.