Marketing Metrics: 50+ Metrics Every Executive Should Master

Praise for Marketing Metrics

"Measurement is critical to the health of any business, and Marketing Metrics highlights key tools and techniques across many measurement landscapes--from the consumer, to the sales force, to the ever-changing media environment. It's a `must-read' for any business leader who wants to optimize the way they measure business activities and results in order to grow their business." --Kimberley B. Dedeker, Vice President, Global Consumer & Market Knowledge, Procter & Gamble

"Why read Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them." --Erv Shames, former CEO, Kraft Foods

"Why was this book not written earlier? Marketing Metrics presents an excellent compendium of the metrics you really need to know, along with a structural framework that ties them together and helps you steer your business successfully." --Dr. Hans-Willi Schroiff, Vice President, Market Research/Business Intelligence, Henkel

"Marketing is being challenged, as never before, to be accountable. This book, by describing metric options and their risks, will help address this challenge." --David Aaker, author of Brand Portfolio Strategy

"Measurement is central to our business discipline. What gets measured matters, and having the right measures is key. Marketing Metrics provides an insightful compilation of what to measure and how to measure it for today's marketing-savvy executives." --Glenn Renwick, CEO of the Progressive Corporation (Progressive DirectSM and Drive? Insurance from Progressive)

"Marketing, as a function, is under increasing pressure to develop business-oriented metrics to justify marketing mix investments. Marketing Metrics offers clear advice on how to develop common marketing metrics that are relevant and accessible to both marketing and non-marketing decision makers." --Anil Menon, Vice President, Marketing, Systems & Technology Group, IBM

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MARKETING METRICS

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