O'Reilly logo

Marketing Metrics by David J. Reibstein, Phillip E. Pfeifer, Neil T. Bendle, Paul W. Farris

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Endnotes

Chapter 1

1. Word Reference, www.wordreference.com. Accessed 22 April 2005.

2. Bartlett, John. (1992). Bartlett’s Familiar Quotations, 16th edition; Justin Kaplan, general editor.

3. Hauser, John, and Gerald Katz. “Metrics: You are What You Measure,” European Management Journal, Volume 16 No 5 October 1998.

4. Kaplan, Robert S., and David P. Norton. (1996). Balanced Scorecard, Boston, MA: Harvard Business School Press.

5. Brady, Diane, with David Kiley and Bureau Reports, “Making Marketing Measure Up,” Business Week.

6. Strictly speaking, all the numbers can contain some error. Share may be estimated, for example, from retail sales to consumers. Sales might come from shipment to retailers.

7. Barwise, Patrick, and John U. Farley. (2003). ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required