Marketing Metrics and Financial Performance

by Donald R. Lehmann and David J. Reibstein

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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.

Related Subjects

Business Business & Investing Economics

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