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Marketing Metrics : 50+ Metrics Every Executive Should Master by Paul W Farris, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein is a reference work available to read on EtoBox.

What is Marketing Metrics : 50+ Metrics Every Executive Should Master about?

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

Who reads Marketing Metrics : 50+ Metrics Every Executive Should Master?

Author

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

Publisher

Wharton School Publishing (Paula)

Published

2007

Language

EN

ISBN

9786610848256

Category

reference

Subjects

Marketing, Management, Fiction

Rating

3.96 / 5 (1,224 ratings)

Updated

2026-03-14