sixth edition
market-based management
"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
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Marketing Performance Tools
Marketing Analytics
Marketing Metrics
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Marketing Metrics and Marketing Profitability
2.1 Company-Level Net Marketing Contribution
2.2 Market-Level NMC, Marketing ROS, and Marketing ROI
2.3 Company Level Net Marketing Contribution and Marketing ROI
2.4 Benchmarking Marketing ROI versus Operating Income as a Percentage of Sales
