Marketing Metrics: 50+ Metrics Every Executive Should Master

by Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

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.

Genres: Business, Nonfiction, Reference, Buisness, Entrepreneurship, Economics, Management

359 pages, Hardcover

First published April 1, 2006

Reviews

[Alicia · Rating 4 out of 5]

I'm about 1/2 way through... It's pretty dry but it's very educational...

[Lauren · Rating 3 out of 5]

Interesting in the "I'm a work dork" way -- but still interesting.

[Bruno Rio · Rating 1 out of 5]

A bundle of formulas with little context. Marketing must really pursue a more quantitative approach but its understanding and practical implementation must be blended and not considered apart.

Here we get solely a a pure academic review. Not what I was looking for.

[Abhishek Hanumanthappa · Rating 5 out of 5]

this book is talks about market and strategies towards todays environment.

[Dana · Rating 3 out of 5]

this book is talks about market and strategies towards todays environment.

[Guy Powell · Rating 4 out of 5]

This is a great book to evaluate how individual marketing actions work and perform.

[Michael Herlache MBA · Rating 5 out of 5]

Super helpful!

[Houda · Rating 4 out of 5]

An interesting and well-written book that provides valuable insights into the changing landscape of marketing in the digital age.

[Trudy · Rating 4 out of 5]

I'm about 1/2 way through... It's pretty dry but it's very educational...

[Hakkikivancli · Rating 4 out of 5]

[Bjm Index]

8

[Aasim Waheed · Rating 3 out of 5]

dont waste time on this one.