TY  - BOOK
AU  - Farris,Paul
TI  - Marketing metrics: the definitive guide to measuring marketing performance 
SN  - 9780137058297 (hbk. : alk. paper)
AV  - HF 5415.2 M35.2013
PY  - 2013///,
CY  - Upper Saddle River, N.J.
PB  - FT Press
KW  - Marketing research
KW  - Investigación de mercado
KW  - Marketing
KW  - Mathematical models
KW  - Mercadotecnia
KW  - Modelos matemáticos
N1  - Incluye referencias bibliográficas e índice; Introduction -- Share of hearts, minds, and markets -- Margins and profits -- Product and portfolio management -- Customer profitability -- Sales force and channel management -- Pricing strategy -- Promotion -- Advertising media and web metrics -- Marketing and finance -- The marketing metrics X-ray -- System of metrics
ER  -