Marketing Metrics: 50+ Metrics Every Executive Should Master

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

ISBN 10: 0131873709 / ISBN 13: 9780131873704

Published by Pearson Prentice Hall, 2006

About this Item

Binding Tight Pages Clean Light Edge Wear. Seller Inventory # 104865

Bibliographic Details

Title: Marketing Metrics: 50+ Metrics Every ...

Publisher: Pearson Prentice Hall

Publication Date: 2006

Binding: Hardcover

Condition: Near Fine

Dust Jacket Condition: No Jacket

Edition: 1st Edition.

Book Type: Book

About this title

Synopsis:

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, 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. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

Review:

"In a category that suffers from a surfeit of books related to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money. For CEOs and those in marketing trenches needing accountability, this is the best marketing book of the year." -- Nick Wreden, Strategy + Business