Marketing payback : is your marketing profitable? / Robert Shaw and David Merrick.
"If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to y...
Harlow, England ; New York :
Fianancial Times/Prentice Hall,