sixth edition
market-based management
"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
Home
MBM Book
Contents
Previous Edition
Testimonials
Author
Instructor Support
Purchase Info
Marketing Performance Tools
Marketing Analytics
Marketing Metrics
Purpose and Importance
Barriers to the Use of Marketing Analytics
Feedback
Login
Marketing Communications, Social Media, and Customer Response
10.1 Marketing Communications and Customer Response
10.2 Estimating Advertising Elasticity
10.3 Estimating the Advertising Carryover Effect
