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Index
Cover
Title page
Contents
Dedication
Acknowledgements
About the authors
Foreword
Foreword to the second edition
1 Introduction
2 Share of hearts, minds and markets
3 Margins and profits
4 Product and portfolio management
5 Customer profitability
6 Sales force and channel management
7 Pricing strategy
8 Promotion
9 Advertising metrics
10 Online, email and mobile metrics
11 Marketing and finance
12 The marketing metrics X-ray and testing
13 System of metrics
Bibliography
Endnotes
Index
Endorsements
Imprint
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