Title Marketing metrics : the definitive guide to measuring marketing performance / Paul W. Farris [and others].

Pub Info Upper Saddle River, N.J. : FT Press, [2010] ©2010

Edition 2nd ed.

Table of Contents
Ch. 1	Introduction					1
Ch. 2	Share of Hearts, Minds, and Markets					27
Ch. 3	Margins and Profits					65
Ch. 4	Product and Portfolio Management					109
Ch. 5	Customer Profitability					153
Ch. 6	Sales Force and Channel Management					181
Ch. 7	Pricing Strategy					219
Ch. 8	Promotion					263
Ch. 9	Advertising Media and Web Metrics					287
Ch. 10	Marketing and Finance					337
Ch. 11	The Marketing Metrics X-Ray					357
Ch. 12	System of Metrics					369
Appendix	A Survey of Managers' Use of Metrics					385
	Bibliography					393
	Endnotes					397