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Marketing Metrics：50+ Metrics Every Executive Should Master

Marketing Metrics：50+ Metrics Every Executive Should Master

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作者: Paul W. Farris , Neil T. Bendle , Phillip E. Pfeifer , David J. Reibstein

出版社: Wharton School Publishing

出版时间: 2006-04

版次: 1

ISBN: 9780131873704

定价: 216.00

装帧: 精装

开本: 32开

纸张: 胶版纸

页数: 359页

分类: 外文古旧书>英文书>管理

4人买过

　　Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, 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. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency. Acknowledgments

About the Authors

Foreword

1 INTRODUCTION

2 SHARE OF HEARTS, MINDS, AND MARKETS

3 MARGINS AND PROFITS

4 PRODUCT AND PORTFOLIO MANAGEMENT

5 CUSTOMER PROFITABILITY

6 SALES FORCE AND CHANNEL MANAGEMENT

7 PRICING STRATEGY

8 PROMOTION

9 ADVERTISING MEDIA AND WEB METRICS

10 MARKETING AND FINANCE

11 THE MARKETING METRICS X-RAY

Bibliography

Endnotes

Index
内容简介:
　　Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, 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. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.
目录:
Acknowledgments

About the Authors

Foreword

1 INTRODUCTION

2 SHARE OF HEARTS, MINDS, AND MARKETS

3 MARGINS AND PROFITS

4 PRODUCT AND PORTFOLIO MANAGEMENT

5 CUSTOMER PROFITABILITY

6 SALES FORCE AND CHANNEL MANAGEMENT

7 PRICING STRATEGY

8 PROMOTION

9 ADVERTISING MEDIA AND WEB METRICS

10 MARKETING AND FINANCE

11 THE MARKETING METRICS X-RAY

Bibliography

Endnotes

Index

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