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Marketing Metrics: 50+ Metrics Every Executive Should Master

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  • Description
  • Sample Content
  • Updates
  • 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 Pages

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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

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