9780131873704

Today's best marketers recognize the central importance of metrics, measurement, and accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In 50 Metrics Every Marketer Must Know, 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.

Acknowledgments

xi

About the Authors

xiii

Foreword

xv

Introduction

1

(10)

Share of Hearts, Minds, and Markets

11

(34)

Margins and Profits

45

(44)

Product and Portfolio Management

89

(40)

Customer Profitability

129

(28)

Sales Force and Channel Management

157

(38)

Pricing Strategy

195

(44)

Promotion

239

(24)

Advertising Media and Web Metrics

263

(42)

Marketing and Finance

305

(18)

The Marketing Metrics X-Ray

323

(12)

Bibliography

335

(4)

Endnotes

339

(6)

Index

345

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Marketing Metrics : 50+ Metrics Every Executive Should Master

Marketing Metrics : 50+ Metrics Every Executive Should Master

0131873709

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