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Marketing Metrics: 50+ Metrics Every Executive Should Master
Marketing Metrics: 50+ Metrics Every Executive Should Master Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein 0131873709 9780131873704 Todays best marketers recognize the central importance of metrics, measur
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Marketing Metrics: 50+ Metrics Every Executive Should Master by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

Todays 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 todays 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. Youll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully.

Author: Paul W. Farris, Neil T. Bendle, Phillip

Language: English

Edition: 1

Binding: Hardcover

Pages: 384

Publisher: Pearson Prentice Hall

Publication Date: 2006-04-28

Our Price: $4.09

Quantity:9
ISBN: 0131873709


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Paul W. Farris, Neil T. Bendle, Phillip  (Edition: 1) Hardcover


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