Marketing Metrics: The Definitive Guide to Measuring Marketing

MARKETING METRICS

SECOND EDITION

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MARKETING METRICS

SECOND EDITION

THE DEFINITIVE GUIDE TO MEASURING MARKETING

PERFORMANCE

Paul W. Farris Neil T. Bendle Phillip E. Pfeifer David J. Reibstein

Vice President, Publisher: Tim Moore Associate Publisher and Director of Marketing: Amy Neidlinger Executive Editor: Jeanne Glasser Editorial Assistant: Myesha Graham Operations Manager: Gina Kanouse Senior Marketing Manager: Julie Phifer Publicity Manager: Laura Czaja Assistant Marketing Manager: Megan Colvin Cover Designer: Chuti Prasertsith Managing Editor: Kristy Hart Senior Project Editor: Lori Lyons Copy Editor: Geneil Breeze Proofreader: Debbie Williams Senior Indexer: Cheryl Lenser Compositor: Nonie Ratcliff Manufacturing Buyer: Dan Uhrig

? 2010 by Pearson Education, Inc. Upper Saddle River, New Jersey 07458

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Printed in the United States of America

Eighth Printing: February 2014

ISBN-10: 0-13-705829-2 ISBN-13: 978-0-13-705829-7

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Library of Congress Cataloging-in-Publication Data

Marketing metrics : The Definitive Guide to Measuring Marketing Performance/ Paul W. Farris ... [et al.]. p. cm.

Rev. ed. of: Marketing metrics : 50+ metrics every executive should master. 2006. Includes bibliographical references and index. ISBN 978-0-13-705829-7 (hbk. : alk. paper) 1. Marketing research. 2. Marketing--Mathematical models. I. Farris, Paul. HF5415.2.M35543 2010 658.8'3--dc22

2009040210

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