Endnotes
Chapter 1
1. Word Reference, www.wordreference.com.
2. Bartlett, John. (1992). Bartlett’s Familiar Quotations, 16th ed.
3. Hauser, John, and Gerald Katz. (1998). “Metrics: You Are What You Measure,” European Management Journal, 16(5), 517–528.
4. Kaplan, Robert S., and David P. Norton. (1996). Balanced Scorecard, Harvard Business School Press.
5. Brady, Diane, with David Kiley and Bureau Reports. (2004, December 13). “Making Marketing Measure Up,” Business Week, 112–113.
6. Strictly speaking, all the numbers contain some error. For example, share might be estimated from retail sales to consumers or from shipments to retailers.
7. Barwise, Patrick, and John U. Farley. (2003). “Which Marketing Metrics Are Used and Where?” Marketing Science ...
Get Marketing Metrics, 4th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
