Home > Store > Marketing > Marketing
Marketing Metrics: 50+ Metrics Every Executive Should Master
- By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
- Published Oct 19, 2007 by Pearson Prentice Hall.
- Copyright 2008
- Dimensions: 7" x 9-1/4"
- Pages: 384
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-236322-4
- ISBN-13: 978-0-13-236322-8
Register your product to gain access to bonus material or receive a coupon.
One of the most important decisions a marketer is called upon to make is the setting of price. In addition to strategic considerations (price is, after all, one of the four Ps), price should always be selected with an eye towards how price affects unit sales. One can get help negotiating the tradeoff between price and units sales by using a simple model of linear demand or by understanding price elasticity. Of course, our carefully constructed demand curves fly out the window if the competition drastically changes their prices. Although price premium is a metric that we can use to track how our prices are changing relative to a competitive benchmark, the real challenge is that pricing is a game or dance in which our fate depends, in part, on what our competitors do. These metrics and concepts here will help managers meet the pricing challenge.
Table of Contents
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
Introduction
Sample Pages
eBook (Watermarked)
This product currently is not for sale.
Get access to thousands of books and training videos about technology, professional development and digital media from more than 40 leading publishers, including Addison-Wesley, Prentice Hall, Cisco Press, IBM Press, O'Reilly Media, Wrox, Apress, and many more. If you continue your subscription after your 30-day trial, you can receive 30% off a monthly subscription to the Safari Library for up to 12 months. That's a total savings of $199.
