Marketing Metrics shows how to maximize effectiveness and ensure accountability for every dime spent on Marketing. This definitive guide to state of the art marketing metrics creates a "dashboard" that shows exactly how to get the most for all money spent on all marketing goals.
Q: "How theoretical are your marketing research courses?"
Comprehensive- The authors present comprehensive perspectives written in simple language. They introduce today’s most valuable marketing metrics, showing exactly how to use them to maximize marketing return on investment and identify the best new opportunities for profit. Students will learn to optimize the way they measure business activities and results in order to grow business. Authors present a structural framework to present students with a broad range of information on marketing metrics.
Q: "How do you provide your students with more up-to-date information on trends in marketing research and marketing management?"
Mix investments and other important trends- This is the definitive guide to state of the art metrics! Marketing is under pressure to get the right metrics for predicting and influening mix-investments. This text offers simple and clear ways to develop metrics that are easy for all marketing decision makers to understand. This text links marketing to enterprise financial metrics.
Q: "How can your students better prepare for a career in marketing metrics/marketing research?"
Wide variety of topics- Students can discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.
Differentiation- In coming years, few marketers will rise to senior levels without deep fluency in marketing metrics. Marketing Metrics is the fastest, easiest way to gain that fluency–and differentiate your students in a challenging environment. The text also includes advanced measurement techniques few marketers have enountered.
Q: "How much advanced math is required for your course?"
Easy to understand- All examples in this text use simple math that can be completed by hand or in basic Excel spreadsheets. This allows a more time for skill development and discussions on topics that will be relevant to application of marketing metrics.
Q: "How does your current text present marketing metrics?"
4 authors- The four authors of this text come from very different backgrounds in both research and applied principles of marketing metrics. The text presents real-world examples from different perpectives and experienced experts. This fusion of real-world examples and research based perspectives makes this text the most informed in marketing metrics publications. Plus, this text covers metrics that can be used to support all marketing goals.
When companies talk about marketing these days, they are talking about things like promotional strategy, advertising, and distribution; customer perception; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; and sales forces and channels. How does a company measure the effectiveness of the various components of its marketing strategy? What metrics are most effective, and how can these help maximize profits? A new book out from Wharton School Publishing titled Marketing Metrics: 50 + Metrics Every Executive Should Master, identifies the pros, cons and tradeoffs associated with each metric. The book is by Paul Farris, Neil Bendle, Phillip Pfeifer and David Reibstein. Reibstein, a marketing professor at Wharton, agreed to talk with Mukul Pandya, editor in chief of Knowledge@Wharton, and Robbie Shell, editorial director, about this new book. Listen to the podcast.
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.
Download the sample pages (includes Chapters 1 & 2 and Index)
About the Authors xiii
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