Welcome to the NU Library Guide for COM630.
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Required Textbook:
Marketing Metrics
Bendle, N., Farris, P. W., Pfeifer, P., & Reibstein, D. (2020). Marketing metrics (Pearson Business Analytics Series). Pearson Education.
NOTE: Your course textbook can be accessed via the DART eBook link in the Getting Started module.
Supplemental Resource:
Alsem, K. J. (2023). Strategic marketing planning: A step-by-step approach. Routledge.
- This resource may be especially useful if you are taking COM630 out of sequence with COM625 and need to prepare the basics of a communication plan for this course. It may also serve as a refresher if you prepared your plan earlier in the program and could use a review of key concepts.
Additional Resources:
Davis, J. (2018). Measuring marketing: The 100+ essential metrics every marketer needs. DEG Press.
- This resource should be used to submit work related to the Bonus opportunities that exist throughout the course.
Accountability: A Guide to Measuring ROI and ROO Across Media
Magazine Publishers of America. (2005). Accountability: A guide to measuring ROI and ROO across media.
- This resource should be used as a guide for course concepts applicable to course assignments.
- Find the downloadable PDF below.
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