Marketing Metrics : 50+ Metrics Every Executive Should Master

by Farris, Paul W.; Bendle, Neil T.; Pfeifer, Phillip E.; Reibstein, David J.

• ISBN13: 9780131873704
• ISBN10: 0131873709
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-01-01
• Publisher: Wharton School Publishing

Summary

Today's best marketers recognize the central importance of metrics, measurement, and accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In 50 Metrics Every Marketer Must Know, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully.

Table of Contents

Acknowledgments	xi
About the Authors	xiii
Foreword	xv
Introduction	1	(10)
Share of Hearts, Minds, and Markets	11	(34)
Margins and Profits	45	(44)
Product and Portfolio Management	89	(40)
Customer Profitability	129	(28)
Sales Force and Channel Management	157	(38)
Pricing Strategy	195	(44)
Promotion	239	(24)
Advertising Media and Web Metrics	263	(42)
Marketing and Finance	305	(18)
The Marketing Metrics X-Ray	323	(12)
Bibliography	335	(4)
Endnotes	339	(6)
Index	345

Excerpts

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