Marketing Metrics: 50+ Metrics Every Executive Should Master and over one million other books are available for Amazon Kindle. Learn more

Sorry, this item is not available in
Image not available for
Color:
Image not available

To view this video download Flash Player

 
FREE Shipping on orders over $35.

Used - Good | See details
 
   
Have one to sell? Sell yours here
Start reading Marketing Metrics: 50+ Metrics Every Executive Should Master on your Kindle in under a minute.

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Marketing Metrics: 50+ Metrics Every Executive Should Master [Hardcover]

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
4.6 out of 5 stars  See all reviews (35 customer reviews)


Available from these sellers.


Free Two-Day Shipping for College Students with Amazon Student

Formats

Amazon Price New from Used from
Kindle Edition $9.99  
Hardcover --  
Sell Us Your Books
Get up to 80% back when you sell us your books, even if you didn't buy them at Amazon. Learn more
There is a newer edition of this item:
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) 4.4 out of 5 stars (24)
$32.20
In Stock.

Book Description

April 28, 2006 0131873709 978-0131873704 1

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.



Editorial Reviews

Review

"In a category that suffers from a surfeit of books related to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money. For CEOs and those in marketing trenches needing accountability, this is the best marketing book of the year." -- Nick Wreden, Strategy + Business

From the Back Cover

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.


Product Details

  • Hardcover: 384 pages
  • Publisher: Pearson Prentice Hall; 1 edition (April 28, 2006)
  • Language: English
  • ISBN-10: 0131873709
  • ISBN-13: 978-0131873704
  • Product Dimensions: 9.4 x 7.2 x 1.4 inches
  • Shipping Weight: 2 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (35 customer reviews)
  • Amazon Best Sellers Rank: #483,897 in Books (See Top 100 in Books)

More About the Authors

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews
26 of 27 people found the following review helpful
Format:Hardcover
Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.

To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.
Read more ›
Comment | 
Was this review helpful to you?
17 of 18 people found the following review helpful
Format:Hardcover
Personally, I love these kinds of handbooks. Having a ready resource for these dozens of metrics can help any executive understand their business and think about ways to compete in the marketplace in new ways. Too often marketing is thought of in terms of advertising and sales, but it is so much more than that. Marketing is everything your company does or needs to do to choosing a marketplace, the products to compete with, how to promote and sell them, and how to better understand your market, your competition, and how it is changing over time.

This excellent book has eleven chapters. The first provides an introduction to the book, its layout and purpose. The last chapter takes you through what the authors call the marketing x-ray. It explains the practical aspects of the ratios provided and how they can reveal things about apparently healthy companies that can help you make changes before it is too late, just as an x-ray can alert you to a health problem before things become dire.

The other nine chapters take the reader through various business ratios for measuring your share of the hears, minds, and markets of your customers, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media and web metrics, and marketing and finance.

What is good about working through these metrics is that you will be asking yourself questions that you need to ask. Even if the metric doesn't apply to your specific situation, finding out that it doesn't will help you think more clearly about your situation. You may find that some of them will help you think through things that are important to your business with a new perspective.
Read more ›
Comment | 
Was this review helpful to you?
12 of 12 people found the following review helpful
Format:Hardcover
A metric is a form of measurement, which can be used to determine the level of success or failure. However, in anything more complex than the counting of points, it is possible to measure more than one thing and often more than one interpretation is possible. Therefore, when choosing to create and use any type of measuring tool, you not only must select the right one, know how to use it, how much to use it you also must understand how to interpret the results. Embedded in this is also the sometimes even more important adage of knowing when not to use a measuring tool.

Marketing is one of the main pillars of any successful company, yet is often the most difficult one to manage. Determining the cost of a marketing plan is easy, but selecting one that will work and determining how well it worked are both very hard. So hard that many companies really have little idea how well they are doing in these areas.

This book will help you solve all that, as the title suggests, many different ways in which marketing effectiveness can be measured are given. They are split into the following categories:

*) Share of hearts and minds

*) Margins and profits

*) Product and portfolio management

*) Customer profitability

*) Sales force and channel management

*) Pricing strategy

*) Promotion

*) Advertising media and web metrics

*) Marketing and finance

*) The marketing metrics x-ray

This is not a book where the author(s) simply spout theoretical jargon, quantitative terms and formulas are used everywhere. Furthermore, the terms are explained in great detail and in terminology that can be understood by anyone with the intelligence to be in management.
Read more ›
Comment | 
Was this review helpful to you?
Most Recent Customer Reviews
4.0 out of 5 stars Useful stuff
I am a markeing professional for over 15 years. The book give you a in a very comprehensive way , most of the metrics requored to keasure marketing and company success, presenting... Read more
Published 2 months ago by Stamatios Perkizas
5.0 out of 5 stars VERY COMPLETE
This is a very complete book on Marketing Metrics. You need to know many marketing concepts from Business, Finance, Operations and other areas. Read more
Published on February 14, 2012 by JL
4.0 out of 5 stars INFORMATIVE, but a little technical for lay readers
The book was definitely worth buying, and I recommend it, but with the caveat that having some kind marketing background--even an introductory college course--is a tremendous... Read more
Published on February 13, 2011 by RobinJ
5.0 out of 5 stars Must-have Book
As per the in-depth reviews shown below, I rate this book as simply outstanding. Not to repeat what has been written, I must say that anyone who deals with marketing-related... Read more
Published on January 5, 2011 by Randall Ponder
5.0 out of 5 stars Essential Reading for Entrepreneurs, Sales, and Consulting...
Whether you have an idea for the next blockbuster widget, or you consider your own personal knowledge and experience a "product" to be sold (for hefty profits), you will have to... Read more
Published on November 11, 2010 by Rob Ryley
5.0 out of 5 stars This book saved my confidence!
Marketing Metrics is great! I struggled with some reports at work and couldn't always remember formulas or ways to "think" like a Marketer with such a demanding job. Read more
Published on January 13, 2010 by M. Daria
5.0 out of 5 stars A great catalog of Metrics
One of the problems with Marketing is that it typically has not spent any real time looking at measuring its successes, performance, etc. Read more
Published on August 21, 2009 by Brian K. Seitz
5.0 out of 5 stars This will become part of your 'core' collection
Covers all the fundamentals.great tips on when to use, how to use and when not use. Also provides good tips on dealing with data issues and impact of assumptions and estimations on... Read more
Published on May 7, 2009 by LoreDog
5.0 out of 5 stars Should be required for all MBA programs.
This is a great book. I bought it AFTER I finished my MBA program. I've now read most of it, and I only wish that I would have had it before I started on my MBA. Read more
Published on December 12, 2008 by Rick Wingender
3.0 out of 5 stars ok
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. Read more
Published on April 26, 2008 by SDB
Search Customer Reviews
Only search this product's reviews
ARRAY(0xa4e8a5dc)


Forums

There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
Topic:
First post:
Prompts for sign-in
 



Look for Similar Items by Category