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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Hardcover – 3 Feb 2010

3.2 out of 5 stars 4 customer reviews

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Product details

  • Hardcover: 432 pages
  • Publisher: Pearson FT Press; 2 edition (3 Feb. 2010)
  • Language: English
  • ISBN-10: 0137058292
  • ISBN-13: 978-0137058297
  • Product Dimensions: 18.8 x 3.3 x 23.4 cm
  • Average Customer Review: 3.2 out of 5 stars 4 customer reviews
  • Amazon Bestsellers Rank: 652,641 in Books (See Top 100 in Books)
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Product description

About the Author

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris’s research has produced award-winning articles on retail power and the measurement of advertising effects. He has published more than 50 articles in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He is currently developing improved techniques for integrating marketing and financial metrics and is coauthor of several books, including The Profit Impact of Marketing Strategy Project: Retrospect and Prospects. Farris’s consulting clients have ranged from Apple and IBM to Procter & Gamble and Unilever. He has served on boards of manufacturers, retailers, and e-Business companies. Currently, he is a director of GSI Group, Sto Corp., and The Ohio Art Company.

 

Neil T. Bendle is a Ph.D. candidate in marketing at the Carlson School of Management, University of Minnesota. While studying for his Ph.D. he has won awards for his teaching, and his thesis has focused on managers’ difficulties in understanding consumer tastes. He holds an MBA from Darden and has nearly a decade’s experience in marketing management, consulting, business systems improvement, and financial management. He was responsible for measuring the success of marketing campaigns for the British Labour Party.

 

Phillip E. Pfeifer, Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. In addition to academic articles and a textbook, Mr. Pfeifer is a prolific case writer, having been recognized in 2004 as the Darden School’s faculty leader in terms of external case sales, and in 2008 with a Wachovia Award for Distinguished Case writer. His teaching has won student awards and has been recognized in Business Week’s Guide to the Best Business Schools. Recent consulting clients include Circuit City, Procter & Gamble, and CarMax.

 

David J. Reibstein is Managing Director of CMO Partners and William Stewart Woodside Professor of Marketing at the Wharton School. Regarded as one of the world’s leading authorities on marketing, he served as Executive Director of the Marketing Sciences Institute, and co-founded Wharton’s CMO Summit, which brings together leading CMOs to address their most pressing challenges. Reibstein architected and teaches the Wharton Executive Education course on marketing metrics. He has an extensive track record consulting with leading businesses, including GE, AT&T Wireless, Shell Oil, HP, Novartis, Johnson & Johnson, Merck, and Major League Baseball. He has served as Vice Dean and Director of Wharton’s Graduate Division, as visiting professor at Stanford and INSEAD, and as faculty member at Harvard. He serves on the Board of Directors of Shopzilla, And1, and several other organizations.

 


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Most helpful customer reviews on Amazon.com

Amazon.com: 4.3 out of 5 stars 40 reviews
V. K. Lee
5.0 out of 5 starsEvery marketing professional should buy this book
5 October 2010 - Published on Amazon.com
Format: Hardcover|Verified Purchase
23 people found this helpful.
Robert Kirk
5.0 out of 5 starsIt is what it says it is.... The definitive guide
9 July 2015 - Published on Amazon.com
Format: Kindle Edition|Verified Purchase
3 people found this helpful.
SurvivalGuy
5.0 out of 5 starsGreat Book, will be a good reference book for Marketing Managers and Professionals
22 November 2013 - Published on Amazon.com
Format: Hardcover|Verified Purchase
2 people found this helpful.
ANNA
4.0 out of 5 starsI received it fairly fast. Nothing to complain about ...
23 December 2016 - Published on Amazon.com
Format: Hardcover|Verified Purchase
Craig Cunningham
4.0 out of 5 starsVery helpful.
12 August 2013 - Published on Amazon.com
Format: Hardcover|Verified Purchase
4 people found this helpful.

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