Description
This resource for marketing professionals and business executives describes 50 key tools and techniques for evaluating markets and measuring the results of business practices. Farris (marketing, U. of Virginia) and co-authors have organized the material into 11 chapters that correspond to the various roles played by marketing metrics in enterprise management (i.e., portfolio management, pricing strategy, promotion, etc.). Most of the calculations can be performed by hand, and advanced mathematical notation has been avoided. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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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.
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