An Introduction to Marketing Metrics - 2021 2nd Edition - Ebook A2

“This book has resulted from a successful attempt to build the first undergraduate Marketing Metrics course in the world. To date, the course has been completed by more than 7,000 students- usually in traditional classroom settings and occasionally as an online class as well. Originally called Marketing Tools and Skills, the course was eventually renamed as Marketing and Money and then renamed again as Marketing Metrics (MM). This final name is the right one because metrics is the core topic of the course. I view MM as my magnum opus, my unique and hopefully long-lasting contribution to the marketing discipline.” - Gopala "GG" Ganesh