Others say...

"Whatever is most important can, indeed must be measured...accurately and consistently."

Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.

To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.

Although I believe this volume can be of substantial value to executives in almost all organizations (regardless of size or nature), I think it will be of greatest benefit to those - probably in larger companies -- who have an urgent need for accurate and consistent measurement of, for example, the dynamics behind their market share; the profitability of producing, pricing, selling, distributing, and servicing what they offer; and the ROI of marketing initiatives within the framework of enterprise financial metrics.

Those who share my high regard for this volume are urged to check out Enterprise Architecture As Strategy: Creating a Foundation for Business Execution by Jeanne W. Ross, Peter Weill, and David Robertson as well as Ram Charan's Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't, Lynda Gratton's Hot Spots: Why Some Teams, Workplaces, and Organizations Buzz with Energy - And Others Don't, Robert J. Herbold's Seduced by Success: How the Best Companies Survive the 9 Traps of Winning, Jack Alexander's Performance Dashboards and Analysis for Value Creation, and Michael Useem's The Go Point: When It's Time to Decide--Knowing What to Do and When to Do It.

"A must for marketing people"
The marketing people fails almost all the time, trying to meet the expectations or demands of the financial officers. Today you can not make marketing based in feelings or genialities, this book really helps to fill the gap between the good ideas and the hard facts needed by the high direction.

"How to determine if your marketing efforts are effective or not."
This is an excellent explanation of marketing metrics, how to use them, and the strengths and weaknesses of various ones. It is written for the non-technical reader who wants to really understand the effect of their marketing efforts. The focus is not primarily on the technical aspects of getting the information (although this is provided) as it is the correct interpretation of it.

As a result of obtaining and evaluating these metrics you can judge the success of a marketing program and quantify the results. Some of the subject areas covered include customer perception, competitive analysis, product strategy, brand equity, customer profitability, sales force organization and compensation, price sensitivity, promotions, rebates, trade allowances, advertising media and customer response.

For every metric the authors indicate the name, method of construction, special considerations, and purpose. They also define the individual components used to construct the metric and provide examples. For some of the metrics you will need additional data and the authors provide information on appropriate data sources. They also include information on potential complications and cautions when constructing or using the metrics as appropriate. Marketing Metrics: 50+ Metrics Every Executive Should Master provides extensive information written in a clear and understandable way and is highly recommended.

"Great research book"
This is not a book to read in a old fashion way. This is research material.

There is a lot of important information and concepts in it to be lost if readed as a regular book. Teachers, students and marketing professionals should use them to imporve their work. Looking for some concept and performance measure.

In a world that performance is the key for every thing, this book will help to develop the right group of indicators to measure your business or academic research.

I always keep mine close.

"Professor Dana Loves this Book!"
After 18 years in corporate marketing and management, I am now teaching at the university level. I saw this book and immediately ordered it as it is like Joy of Cooking for business people. It has every metric you would need, but it gives examples and does not extend the explanation to boredom. Short, sweet, to the point! If you find yourself out of practice, this book gives you a great refresh!