Marketing metrics : 50+ metrics every executive should master

著者

    • Bendle, Neil T.
    • Pfeifer, Phillip E.
    • Reibstein, David J.

書誌事項

Marketing metrics : 50+ metrics every executive should master

Paul W. Farris ... [et al.]

Wharton School Pub., c2006

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注記

Other authors: Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

Includes bibliographical references (p. 335-337) and index

内容説明・目次

内容説明

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.

目次

Acknowledgments xi About the Authors xiii Foreword xv Chapter 1: Introduction 1 Chapter 2: Share of Hearts, Minds, and Markets 11 Chapter 3: Margins and Profits 45 Chapter 4: Product and Portfolio Management 89 Chapter 5: Customer Profitability 129 Chapter 6: Sales Force and Channel Management 157 Chapter 7: Pricing Strategy 195 Chapter 8: Promotion 239 Chapter 9: Advertising Media and Web Metrics 263 Chapter 10: Marketing and Finance 305 Chapter 11: The Marketing Metrics X-Ray 323 Bibliography 335 Endnotes 339 Index 345

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