Marketing Metrics 50 Metrics Every Executive Should Master 1st Edition by Paul Farris, Neil Bendle, Phlilip Pfeifer, David Reibstein ISBN 0131873709 978-0131873704

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Product details:

ISBN 10: 0131873709

ISBN 13: 978-0131873704

Author: Paul Farris, Neil Bendle, Phlilip Pfeifer, David Reibstein 

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.

Table of contents:

Chapter 1. Introduction
Chapter 2. Share of Hearts, Minds, and Markets
Chapter 3. Margins and Profits
Chapter 4. Product and Portfolio Management
Chapter 5. Customer Profitability
Chapter 6. Sales Force and Channel Management
Chapter 7. Pricing Strategy
Chapter 8. Promotion
Chapter 9. Advertising Media and Web Metrics
Chapter 10. Marketing and Finance
Chapter 11. The Marketing Metrics X-Ray

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Tags: Paul Farris, Neil Bendle, Phlilip Pfeifer, David Reibstein, Marketing Metrics, 50 Metrics, Executive