Front cover image for Marketing metrics : 50+ metrics every executive should master

Marketing metrics : 50+ metrics every executive should master

Written by leading researchers, this book introduces contemporary marketing metrics, showing how to use them to maximize marketing ROI and identify the opportunities for profit. It shows how to use a "dashboard" of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to " triangulate" to optimal solutions.
Print Book, English, 2006
Wharton School Publ, Upper Saddle River, NJ, 2006
XVI, 359 Seiten : Diagramme
9780131873704, 0131873709
Acknowledgments  xiAbout the Authors  xiiiForeword  xv Chapter 1:  Introduction  1Chapter 2:  Share of Hearts, Minds, and Markets  11Chapter 3:  Margins and Profits  45Chapter 4:  Product and Portfolio Management  89Chapter 5:  Customer Profitability  129Chapter 6:  Sales Force and Channel Management  157Chapter 7:  Pricing Strategy  195Chapter 8:  Promotion  239Chapter 9:  Advertising Media and Web Metrics  263Chapter 10:  Marketing and Finance  305Chapter 11:  The Marketing Metrics X-Ray  323 Bibliography  335Endnotes  339Index  345
Literaturverz. S. 335 - 337. - Literaturangaben