TY  - BOOK
AU  - Bendle,Neil T.
AU  - Farris,Paul W.
AU  - Pfeifer,Phillip E.
AU  - Reibstein,David J.
TI  - Key marketing metrics: the 50+ metrics every manager needs to know 
SN  - 9781292360881
AV  - HF5415.2 BEN
U1  - 658.8/3 23
PY  - 2021///
CY  - New York
PB  - Pearson
KW  - Marketing research
KW  - Marketing
KW  - Mathematical models
N1  - First edition entered under: Marketing metrics. 2006; Includes bibliographical references and index
N2  - "This book outlines the sources, strengths, and weaknesses of a broad array of key marketing metrics. How to harness those data for insight is explained. Most importantly, how to act on this insight-how to apply it not only in planning campaigns but also in measuring their impact, correcting their courses, and optimizing their results is explained"--
ER  -