Marketing Metrics: 50+ Metrics Every Executive Should Master
This is an excellent explanation of marketing metrics, how to use them, and the strengths and weaknesses of various ones. It is written for the non-technical reader who wants to really understand the effect of their marketing efforts. The focus is not primarily on the technical aspects of getting the information (although this is provided) as it is the correct interpretation of it.
As a result of obtaining and evaluating these metrics you can judge the success of a marketing program and quantify the results. Some of the subject areas covered include customer perception, competitive analysis, product strategy, brand equity, customer profitability, sales force organization and compensation, price sensitivity, promotions, rebates, trade allowances, advertising media and customer response.
For every metric the authors indicate the name, method of construction, special considerations, and purpose. They also define the individual components used to construct the metric and provide examples. For some of the metrics you will need additional data and the authors provide information on appropriate data sources. They also include information on potential complications and cautions when constructing or using the metrics as appropriate. Marketing Metrics: 50+ Metrics Every Executive Should Master provides extensive information written in a clear and understandable way and is highly recommended.
Authors: Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
Publisher: Wharton School Publishing
Pearson Education, Inc.
One Lake Street.
Upper Saddle River, NJ 07458
Copyright: 2006
ISBN: 0131873709
Pages: 334 plus Bibliography, Endnotes, and Index
Price: $39.99