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Marketing Metrics: 50+ Metrics Every Executive Should Master

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Marketing Metrics: 50+ Metrics Every Executive Should Master

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  • Copyright 2008
  • Dimensions: 7" x 9-1/4"
  • Pages: 384
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-236329-1
  • ISBN-13: 978-0-13-236329-7

The metric that is often used to measure the success of a program is the brand or product’s market share.  It is often viewed as a measure of whether we are gaining ground in the marketplace.  It is also commonly used as a measure of a brand’s strength and “staying power,” as brands with low or dwindling market shares find it difficult to maintain their position with the distributors.  It is also common to want to know how we are doing relative to competition, and market share, more than mere profitability captures this.  It is possible to have a profitable product and to be losing position to a competitor that is gaining share and maybe even making more money.  So, profits alone are not enough and may even be misleading.  Share can be measured in many different forms, most commonly in share of revenue or share of units. In addition, once customers try the product or service, we aspire to keep them coming back.  As such, perhaps the metric most commonly measured is that of customer satisfaction. This ebook will help readers understanding these and similar related metrics to determine where we stand in the customer’s hearts, minds, and purchase cycle.

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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


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