Knowingo
Marketing Metrics
What marketing numbers should a manager know, how are they calculated, and what do they reveal about customers, products and profit?
At a glance
- Author
- Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
Why read it
- You will be able to work out market share, margin and break even figures yourself instead of trusting a slide
- You will learn why the same sale can show two different margin percentages once rebates are deducted from revenue
- You will weigh brand loyalty by a simple test: when your brand is missing, do customers search further or substitute
Who it is for
- A marketing manager preparing for a board review
- A business student who must defend a marketing budget with numbers
- An analyst deciding which customers or products really earn profit
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