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The content of this article has been derived in whole or part from 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. ISBN 0137058292.. Permission has been received from the copyright holder to release this material under both the Creative Commons Attribution-ShareAlike 3.0 Unported license and the GNU Free Documentation License. You may use either or both licenses. Evidence of this has been confirmed and stored by OTRS volunteers, under ticket number 2012021110008071. Permission applies only to such content from this book as is already present in the article on December 20, 2011. See item #17 in the OTRS records
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