Home > Store > Marketing > Marketing

Marketing Metrics: 50+ Metrics Every Executive Should Master

Register your product to gain access to bonus material or receive a coupon.

Marketing Metrics: 50+ Metrics Every Executive Should Master

eBook (Watermarked)

  • This product currently is not for sale.
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires the free Adobe® Reader® software to read it.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ

Not for Sale


  • Copyright 2008
  • Dimensions: 7" x 9-1/4"
  • Pages: 384
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-236325-9
  • ISBN-13: 978-0-13-236325-9

This e-book examines a broad range of topics to give the reader a sense of the effect of their overall marketing strategy and execution. This includes:

  • Measures of market penetration and coverage, including  measures of penetration, trial, and repeat purchase rate, as well as measures of brand equity and channel coverage and sales force performance.  
  • Measures of price, promotion, and advertising performance, including assessments to the price one is able to command relative to our competition,  and determining the price premium. 
  • Measures of  promotion or advertising effects, including metrics to determine the difference between actual and baseline sales,  and metrics to measure  impressions, awareness, reach, and frequency. 

 Having the above at your fingertips will ensure that you are able to plan and execute the best marketing and promotion plan.

Sample Content

Sample Pages

Download the pages

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


Download the introduction


Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership