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Marketing Metrics
50+ Metrics Every Executive Should Master
Publisher: Wharton School Publishing, 2006 , 359 pages
ISBN: 0-13-187370-9
Synopsis:
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Marketers now recognize the importance of metrics, but few understand the breadth, depth, or power of the metrics now available to them. In this book, four leading researchers and consultants systematically introduce today's most valuable marketing metrics, showing exactly how to use them to maximize marketing ROI and identify the best new opportunities for profit..
The authors show how to use a "dashboard" of metrics to view market dynamcis from multiple perspectives, to maximize accuracy, and to "triangulate" to optimal solutions. You'll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For clarity and simplicity, this book avoids advanced math: all calculations can be performed by hand or with basic spreadsheet techniques.
In coming years, few marketers will rise to senior levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency — and differentiate yourself in a challenging environment.
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:
Marketing Metrics
Rating: ********* (Outstanding)
AAAARRRRGGGGG!!!!!!!!!!!
This is the first edition of "Key Marketing Metrics", they just changed the title slightly, and changed the subtitle wording..... and got morons like me to buy the first edition believing it was another book!
The only thing that saves them from my wrath, is that the 2nd Ed. was EXCELLENT, and I just have to give this one outstanding.
Still, I feel cheated....