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

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

Book

LEHMANN, Donald R.. Auteur | REIBSTEIN, David

Published by Marketing Science Institute. Cambridge [Massachusetts] - 2006

Source : Ebsco collections

Item type: Book
Language: anglais
Pages: 92 p.

Publication year

2006

Collection

Relevant Knowledge

ISBN: 978-0-9657114-7-0

Note: References (14 p.)

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.

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