- Hardcover: 384 pages
- Publisher: Pearson Prentice Hall; 1 edition (April 28, 2006)
- Language: English
- ISBN-10: 0131873709
- ISBN-13: 978-0131873704
- Product Dimensions: 7.4 x 1.2 x 9.6 inches
- Shipping Weight: 2 pounds (View shipping rates and policies)
- Average Customer Review: 38 customer reviews
- Amazon Best Sellers Rank: #740,415 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Marketing Metrics: 50+ Metrics Every Executive Should Master 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
There is a newer edition of this item:
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who bought this item also bought
"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to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money.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.
Top customer reviews
I have no such background, and bought the book in the hopes of familiarizing myself with marketing concepts and, well, metrics. I had applied for a (non-marketing) position that nonetheless mentioned "marketing" among its minor functions, and I wanted to be able to have a quick-and-dirty grasp of the subject, its jargon, and its applications in the event I was selected for an interview. I was not tying to pass myself off as a marketing guru, just wanted to be conversant about the topic if it came up in the interview.
To that end, the book was helpful to me, mostly because I did already have some experience with surveys as a marketing tool. I "got it" because I take LOTS of surveys, and it was very interesting to see exactly how those survey responses are interpreted and used. Still, this book was not what I'd call an easy read. Its style is more textbook-like in format and presentation, which is NOT a bad thing--when I'm reading for information, I prefer the content to be laid out in just such an organized manner. But my lack of familiarity with marketing in general made it much harder to digest that content, especially the more technical discussions and the mathematical models.
Given my odd (and uninformed) reason for buying the book, I got as much out of it as could possibly be gleaned under the circumstances, and I am, in fact, better prepared for my interview. But I'd advise anyone else contemplating buying a book for that reason to instead consider a regular, introductory-level college textbook instead: borrow one from a student or purchase one at your nearest campus bookstore or online retailer.