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Key Marketing Metrics, 2nd Ed.
The 50+ metrics every manager needs to know
Publisher: Wharton School Publishing, 2009 , 353 pages
ISBN: 978-0-273-72203-8
Synopsis:
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"Why read Key Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them."
Erv Shames, former CEO, Kraft FoodsAs the old adage goes, "If you can't measure it, you can't manage it" . Measurable performance and accountability have become the keys to marketing success today. Key Marketing Metrics gives you an overview of the most powerful metrics you can use to measure the results of your marketing. It will help you understand the pros, the cons and the nuances of more than 50 of the most important metrics.
In this book, four leading researchers and consultants in marketing systematically introduce you to a portfolio, or "dashboard", of the most valuable metrics for your business. They show you how to use these metrics to maximise the return on your marketing investment and identify the best new opportunities for profit.
WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING
Table of Contents:
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- 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
Reviews:
Key Marketing Metrics
Rating: ********** (Excellent)
Wow! A book that manages to give new insights to people that either studies marketing or have been practitioning it for a number of years, is very unusual. I wish we had this book when I studied for the MBA, as it manages both to answer the eternal question on how we measure stuff in marketing (this will get the finance people off their high horses :-) ) and explains caveats and practicalities in implementing this stuff.
A truly amazing book, that I recommend with my whole heart to any marketing person.