Marketing metrics : 50+ metrics every executive should master / Paul W. Farris ... [et al.].

Format:

Book

Author/Creator:

Farris, Paul, author.

Contributor:

Farris, Paul.

Language:

English

Subjects (All):

Marketing research.

Marketing--Mathematical models.

Marketing.

Marketing research--Mathematical models.

Physical Description:

1 online resource (xvi, 359 p. ) ill. ;

Edition:

1st edition

Place of Publication:

Upper Saddle River, N.J. : Wharton School Pub., c2006.

Language Note:

English

System Details:

text file

Summary:

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.

Contents:

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.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. 335-337) and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786610848256

9781280848254

1280848251

9780132055079

0132055074

OCLC:

1027170339

Publisher Number:

9780131873704