Paul W. Farris

Millions, perhaps even billions, of dollars are at stake. Yet, one often suspects, executives are basing decisions without a fundamental understanding of the metrics and what they truly measure. Creatives create campaigns to drive sales; yet, do not want to be held accountable for results. Board members lack the foundation to evaluate such large expenditures.

With 50+ Metrics Every Executive Should Master, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein describe the sources, strengths and weaknesses of a vista of marketing metrics. Their explanations guide the reader on how to harness data for insight. Having this insight, the authors, take these insights and explain how to act on them.

The authors establish the core concepts and then build the reader’s sophistication. They cluster their metrics in ways that help the reader to recognize patterns of reinforcement and interdependence. They address the range of marketing issues. Customer perceptions, market share, margins and profits, product and portfolio Management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising and web metrics, marketing and finance and leading indicators are addressed in a thoughtful and thorough fashion.

Topics are covered from a big company perspective. Yet the concepts in the book can also be applied to small companies concerned with spending marketing dollars effectively.… (más)