Transcription of Marketing Metrics: The Definitive Guide to Measuring Marketing
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Marketing Metrics: The Definitive Guide to Measuring Marketing
Marketing METRICSSECOND EDITIONThis page intentionally left blank MARKETINGMETRICSSECOND EDITIONTHE Definitive Guide TOMEASURING MARKETINGPERFORMANCEPaul W. FarrisNeil T. Bendle Phillip E. PfeiferDavid J. ReibsteinVice President, Publisher: Tim MooreAssociate Publisher and Director of Marketing : Amy NeidlingerExecutive Editor: Jeanne GlasserEditorial Assistant: Myesha GrahamOperations Manager: Gina KanouseSenior Marketing Manager: Julie PhiferPublicity Manager: Laura CzajaAssistant Marketing Manager: Megan ColvinCover Designer: Chuti PrasertsithManaging Editor: Kristy HartSenior Project Editor: Lori LyonsCopy Editor: Geneil BreezeProofreader: Debbie WilliamsSenior Indexer: Cheryl LenserCompositor: Nonie RatcliffManufacturing Buyer: Dan Uhrig 2010 by Pearson Education, Saddle River, New Jersey 07458 For information about buying this title in bulk quantities, or for special sales opportunities (which mayinclude electronic versions; custom cover designs.)
sulting 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. Bendleis a Ph.D. candidate in marketing at the Carlson School of Management, University of Minnesota.
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