Marketing metrics and financial performance / Donald R Lehmann and avid J. Reibstein

0 review

Marketing metrics and financial performance / Donald R Lehmann and avid J. Reibstein

Book

LEHMANN, Donald R.. Author | REIBSTEIN, David

Published by Marketing Science Institute - 2006

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2006

ISBN

978-0-9657114-7-0

Sujets ACIEGE

331.06
331.35
121.67
111.35

Subjects: PRODUCTIVITY - ECONOMIC ANALYSIS - STRATEGIC MARKETING - VALUE CHAIN

This book describes "what we know" about measuring the productivity of marketing investments and explores the challenge of connecting metrics with marketing strategy. The authors examine the metrics "imperative", develop a metrics "value chain", overview findings on how marketing actions and customer assets link to product-market and financial performance and outline important future questions.

Checking of available copies ...

To obtain the document

Checking of available copies ...

Suggestions

Du même auteur

Product management / Donald R. Lehmann

Book | LEHMANN, Donald R.

Published by McGraw-Hill 2005, 4th

"Covers three major tasks facing product mangers: analyzing the market, developing objectives and strategies for the product or se...

LONDON

Source : Syracuse

Analysis for marketing planning / Donald R. L...

Book | LEHMANN, Donald R.

Published by McGraw Hill 2008, 7th Int. ed.

MADRID

Source : Syracuse

Loading enrichments...