Neil T. Bendle - Marketing Metrics, 4th Edition

Fourth Edition

The Managers Guide to Measuring Marketing Performance

Neil T. Bendle

Paul W. Farris

Phillip E. Pfeifer

David J. Reibstein

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Library of Congress Control Number: 2020941958

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ISBN-13: 978-0-13-671713-3

ISBN-10: 0-13-671713-6

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Credits

Cover: agsandrew/Shutterstock

: Our analysis measured a (total, incremental, or marginal) MROI of (scope of spending) using (valuation method) over time period. Paul W. Farris, Dominique M. Hanssens, James D. Lenskold and David J. Reibstein (2015), Marketing return on investment: Seeking clarity for concept and measurement Applied Marketing Analytics, 1 (3), 267282.

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