- ISBN13: 9780131873704
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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.
Marketing Metrics: 50+ Metrics Every Executive Should Master
It’s still early to rate as I just got the book, but it’s definitely valuable.
Rating: 5 / 5
this is very important book. every marketer must read and learn it very well…..
Rating: 4 / 5
While most of these metrics are true, they are not always relevant. I guess if you use it as a reference, this is a good book and will do fine. But it is not necessarily something that will turn your world upside down with new knowledge.
Rating: 3 / 5
An excellent book with a small error on P. 191.
Direct Product Profitability ($)= Gross margin ($) + Direct product costs ($). Here, the “+” should be “-”.
Rating: 4 / 5
I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.
I also liked the newly released book, “Value Acceleration” by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
Rating: 4 / 5