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Ferris State University - SPRING 2011 | ||
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 | Marketing Metrics: 50+ Metrics Every Executive Should Master (1st Edition) by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Dave Reibstein Hardcover, 384 Pages, Published 2006 ISBN-10: 0-13-187370-9 / 0131873709 ISBN-13: 978-0-13-187370-4 / 9780131873704 Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics | |