Description
Book Synopsis Neil T. Bendle is an Associate Professor of Marketing at the Ivey Business School, Western University, Canada. His research includes measuring marketing performance, understanding the accounting/marketing interface, and the impacts of non-standard decision making in commercial and political markets using evolutionary game theory and behavioral economics. He chairs the Marketing Accountability Standards Board's advisory board, blogs weekly on decision-making and management at www.neilbendle.com, co-authored the cartoon book Behavioural Economics for Kids, and was once responsible for measuring the success of marketing campaigns for the British Labour Party.
Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winning
Table of Contents
- Chapter 1: Introduction
- Chapter 2: Share of Hearts, Minds, and Markets
- Chapter 3: Margins and Profits
- Chapter 4: Product and Portfolio Management
- Chapter 5: Customer Profitability
- Chapter 6: Sales Force Management
- Chapter 7: Channel Management
- Chapter 8: Pricing Strategy
- Chapter 9: Promotion
- Chapter 10: Advertising and Sponsorship Metrics
- Chapter 11: Online, Email, and Mobile Metrics
- Chapter 12: Marketing and Finance
- Chapter 13: The Marketing Metrics X-Ray and Testing
- Chapter 14: System of Metrics
- Bibliography
