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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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– ISBN13: 9780131873704
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“This book saved my confidence!” 2010-01-14
By M. Daria (California)
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. But this book saved my confidence! I do not read it chapter by chapter but more go to the section I need a little refreshment in, it is a perfect blend between great explanation yet not too much detail. I feel like this is a good way to feed your knowledge in between college and obtaining your MBA or when some years of business school wear off…
“A great catalog of Metrics” 2009-08-21
By Brian K. Seitz (Eatonville, Wa USA)
One of the problems with Marketing is that it typically has not spent any real time looking at measuring its successes, performance, etc. While Marketing Metrics: 50+ Metrics Every Executive Should Master is a long way from such a holistic text, it does contain a great catalog of metrics, explanations of use an cautions such that a savvy manager could over time construct his own performance management system.
“This will become part of your ‘core’ collection” 2009-05-08
By LoreDog (North Carolina)
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 any given metric.
Unlike many other business books, this one will get dog-eared as you refer back to it time and time again.
“Should be required for all MBA programs. “ 2008-12-13
By Rick Wingender (Knoxville, TN)
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. It’s easy to read and understand, and most of the metrics are very useful. I would recommend this to ANY business student – undergraduate or graduate, marketing, accounting, finance, whatever. Anyone in these professions will find it useful, and I also think anyone who is in a Merchandising role will also find it quite useful. I keep it in an easily-accessible place – it’s great for reference too.
“ok” 2008-04-26
By A. Rastagar (California)
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. But it is not necessarily something that will turn your world upside down with new knowledge.
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