Marketing Metrics 50+ Metrics Every Executive Should Master

ISBN-10: 0131873709
ISBN-13: 9780131873704
Edition: 2006
List price: $39.99
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Description: 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  More...

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Book details

List price: $39.99
Copyright year: 2006
Publisher: Wharton School Publishing
Publication date: 4/18/2006
Binding: Hardcover
Pages: 384
Size: 7.25" wide x 9.50" long x 1.50" tall
Weight: 1.980
Language: English

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. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity, they avoid advanced arithmetic: 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 and stand out from the crowd in an ever more challenging environment.

Paul W. Farrisis Landmark Communications Professor and Professor of Marketing at Darden Graduate Business School, University of Virginia.Neil T. Bendle, Ph.D. student in marketing at the Carlson School of Management, has a decade's experience in marketing management and related areas.Phillip E. Pfeifer, Alumni Research Professor of Business Administration at Darden, specializes in interactive marketing.David J. Reibstein, William Stewart Woodside Professor at The Wharton School, researches marketing metrics and their link to business results. He was Executive Director of the Marketing Sciences Institute.

Acknowledgments
About the Authors
Foreword
Introduction
Share of Hearts, Minds, and Markets
Margins and Profits
Product and Portfolio Management
Customer Profitability
Sales Force and Channel Management
Pricing Strategy
Promotion
Advertising Media and Web Metrics
Marketing and Finance
The Marketing Metrics X-Ray
Bibliography
Endnotes
Index

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