Paul W. Farris eBooks

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.It is essential for marketers and their business colleagues to >>

For the assessment of the promotion or advertising effects, it is important to know the "lift" attributable to what would have happened without the advertising or promotion. This is often defined as the >>

For the assessment of the promotion or advertising effects, it is desirable to know the "lift" attributable to what would have happened without the advertising or promotion. This is often defined as the >>

One of the most important decisions a marketer is called upon to make is the setting of price. In addition to strategic considerations (price is, after all, one of the four Ps), price should always be >>

This is the eBook version of the printed book.Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers >>

New developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition argue the need for an in-depth but accessible assessment of >>