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Marketing Metrics: 50+ Metrics Every Executive Should Master
- By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
- Published Oct 10, 2007 by Pearson Prentice Hall.
- Copyright 2008
- Dimensions: 7" x 9-1/4"
- Pages: 384
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-236323-2
- ISBN-13: 978-0-13-236323-5
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Managing the sales force is one of the most difficult jobs in marketing and sales. In part, this is because each sales person operates almost as an independent agent--there is often a fair amount of autonomy. In an effort to monitor and control the sales force, it is often necessary to monitor some of the sales force metrics closely, including measuring the performance relative to a quota. This section also explores the coverage of the distribution channel. To measure success within the channel we often want to know the degree of total coverage often measured as all commodity volume (ACV), a weighted measure of the percent of distributors carrying the product. A more product specific measure is product commodity volume (PCV). The mastering of these measures will ensure that one truly understands the strengths and weaknesses of one’s sales force.
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)
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