Essential Marketing Concepts, Metrics, and Frameworks, 4th Edition

by Alexander Chernev

This book offers a systematic and up-to-date perspective on the key concepts, metrics, and frameworks commonly used in marketing analysis. The first part of this book offers definitions of the key marketing concepts. It also contains a brief summary of the key financial concepts used in marketing, such as break-even analysis, cannibalization analysis, and channel margin analysis. The second part reviews the essential performance metrics used in marketing analysis. For discussion purposes, the individual metrics are organized in three main categories: company metrics, customer metrics, and marketing mix metrics. The third part of the book provides an overview of the essential frameworks frequently used in marketing analysis. The review of each framework includes a snapshot of the essence of the framework, a detailed overview of the framework, some of the key assumptions and limitations, as well as the framework 's application to marketing analysis.

82 pages, Paperback

Published October 15, 2010