9780131873704

Marketing Metrics : 50+ Metrics Every Executive Should Master

  • ISBN 13:

    9780131873704

  • ISBN 10:

    0131873709

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 01/01/2006
  • Publisher: Wharton School Publishing
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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.

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