Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN0-13-705829-2. Content used from this source has been licensed under CC-By-SA and GFDL and may be reproduced verbatim. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language in Marketing Project.
