Marketing Metrics: 50+ Metrics Every Executive Should Master

Marketing Metrics: 50+ Metrics Every Executive Should Master

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Pearson Prentice Hall

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Marketing Metrics: 50+ Metrics Every Executive Should Master

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.

Product Details

ISBN-13: 9780131873704
Publisher: Pearson Prentice Hall
Publication date: 04/21/2006
Edition description: 1ST
Pages: 384
Product dimensions: 7.36(w) x 9.64(h) x 1.21(d)

Table of Contents

Acknowledgments xi

About the Authors xiii

Foreword xv

Chapter 1: Introduction 1

Chapter 2: Share of Hearts, Minds, and Markets 11

Chapter 3: Margins and Profits 45

Chapter 4: Product and Portfolio Management 89

Chapter 5: Customer Profitability 129

Chapter 6: Sales Force and Channel Management 157

Chapter 7: Pricing Strategy 195

Chapter 8: Promotion 239

Chapter 9: Advertising Media and Web Metrics 263

Chapter 10: Marketing and Finance 305

Chapter 11: The Marketing Metrics X-Ray 323

Bibliography 335

Endnotes 339

Index 345

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