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Marketing Metrics: 50+ Metrics Every Executive Should Master [Anglais] [Relié]

Paul W. Farris , Neil T. Bendle , Phillip E. Pfeifer , David J. Reibstein

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18 avril 2006

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics.  The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more.  You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

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Descriptions du produit

Revue de presse

"In a category that suffers from a surfeit of books related to personal experiences, one-off success stories made possible by budgets and resources unavailable to most firms, outdated theories as quaint as bloodletting, or mantras devoted to 'big ideas' or 'exceeding expectations,' 50+ metrics crackles like new money. For CEOs and those in marketing trenches needing accountability, this is the best marketing book of the year." -- Nick Wreden, Strategy + Business

Biographie de l'auteur

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris�?? research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the Harvard Business Review, Journal of Marketing, Journal of Retailing, and Marketing Science. Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including Advertising Budgeting: A Report from the Field. Farris�?? consulting clients range from Procter & Gamble, to Apple and IBM. Before moving to Virginia, he taught marketing at the Harvard Business School and also has worked in product management for Unilever, Germany and account management for the LINTAS advertising agency. He is a current and past board member for several U.S and international companies.


Neil T. Bendle is a Ph.D. student in marketing at the Carlson School of Management, University of Minnesota. He holds an MBA from Darden, and has nearly a decade�??s experience in marketing management, consulting, business systems improvement, and financial management. Bendle was responsible for measuring the success of marketing campaigns for the UK�??s Labour Party.


Phillip E. Pfeifer, Alumni Research Professor of Business Administration at The Darden Graduate Business School, currently specializes in interactive marketing. He has published a popular MBA textbook and over 25 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences, and the Journal of Forecasting. Pfeifer was recognized in 2004 as the Darden School�??s faculty leader in external case sales. His teaching has won student awards and been recognized inBusiness Week�??s Guide to the Best Business Schools. His recent clients include Circuit City, Procter & Gamble, and CarMax.


David J. Reibstein is the William Stewart Woodside Professor and Professor of Marketing at the Wharton School. His research focuses on marketing metrics and their link to financial consequences, competitive marketing strategy, market segmentation, brand choice, and product line breadth. He has been published in every major marketing journal and has authored or co-authored numerous books. He served as the Executive Director of the Marketing Sciences Institute, and co-founded Wharton�??s CMO Summit. Reibstein architected and teaches the Wharton Executive Education course on marketing metrics. He consults with leading businesses, including GE, Shell Oil, HP, Novartis, Johnson & Johnson, Merck, and Major League Baseball. He has served as Vice Dean and Director of Wharton�??s Graduate Division, as visiting professor at Stanford and INSEAD, and as faculty member at Harvard. Reibstein was the co-founder of Shopzilla, one of the first product search engines, and serves on several corporate boards.


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Commentaires client les plus utiles sur (beta) 4.6 étoiles sur 5  35 commentaires
26 internautes sur 27 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Whatever is most important can, indeed must be measured...accurately and consistently. 9 mai 2007
Par Robert Morris - Publié sur
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.
17 internautes sur 18 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Every executive who is responsible for the way their company competes should study the metrics in this book 25 juillet 2006
Par Craig Matteson - Publié sur
Personally, I love these kinds of handbooks. Having a ready resource for these dozens of metrics can help any executive understand their business and think about ways to compete in the marketplace in new ways. Too often marketing is thought of in terms of advertising and sales, but it is so much more than that. Marketing is everything your company does or needs to do to choosing a marketplace, the products to compete with, how to promote and sell them, and how to better understand your market, your competition, and how it is changing over time.

This excellent book has eleven chapters. The first provides an introduction to the book, its layout and purpose. The last chapter takes you through what the authors call the marketing x-ray. It explains the practical aspects of the ratios provided and how they can reveal things about apparently healthy companies that can help you make changes before it is too late, just as an x-ray can alert you to a health problem before things become dire.

The other nine chapters take the reader through various business ratios for measuring your share of the hears, minds, and markets of your customers, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media and web metrics, and marketing and finance.

What is good about working through these metrics is that you will be asking yourself questions that you need to ask. Even if the metric doesn't apply to your specific situation, finding out that it doesn't will help you think more clearly about your situation. You may find that some of them will help you think through things that are important to your business with a new perspective. Some of the data for the metrics is hard to come by, and thinking that through will help you think about your business in a more focused way because your assumptions will have to be more explicitly made rather than the kind of vague impressions we too often let suffice for thinking about our business.

This book is an excellent resource and all executives responsible for the way their business competes in the marketplace should have this book. I believe there are also seminars being offered that teach the metrics on this book. While I have no idea of their quality, they do sound interesting for the right audience.
12 internautes sur 12 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A must read if you want to get all possible value from every marketing dollar 22 juin 2006
Par Charles Ashbacher - Publié sur
A metric is a form of measurement, which can be used to determine the level of success or failure. However, in anything more complex than the counting of points, it is possible to measure more than one thing and often more than one interpretation is possible. Therefore, when choosing to create and use any type of measuring tool, you not only must select the right one, know how to use it, how much to use it you also must understand how to interpret the results. Embedded in this is also the sometimes even more important adage of knowing when not to use a measuring tool.

Marketing is one of the main pillars of any successful company, yet is often the most difficult one to manage. Determining the cost of a marketing plan is easy, but selecting one that will work and determining how well it worked are both very hard. So hard that many companies really have little idea how well they are doing in these areas.

This book will help you solve all that, as the title suggests, many different ways in which marketing effectiveness can be measured are given. They are split into the following categories:

*) Share of hearts and minds

*) Margins and profits

*) Product and portfolio management

*) Customer profitability

*) Sales force and channel management

*) Pricing strategy

*) Promotion

*) Advertising media and web metrics

*) Marketing and finance

*) The marketing metrics x-ray

This is not a book where the author(s) simply spout theoretical jargon, quantitative terms and formulas are used everywhere. Furthermore, the terms are explained in great detail and in terminology that can be understood by anyone with the intelligence to be in management.

In the modern business world, every department must not only pull their own weight, they also must be able to argue their points and be able to back up their claims with hard data. Marketing is often thought of as an area where the decibel level of the wind is more important than the sounds and the direction. This book will help keep you from being the target of such accusations.
19 internautes sur 21 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Must Have Book for All Marketing Professionals 27 avril 2006
Par Philip Chen - Publié sur
As the former chief marketing officer of a major engineering services firm (0ver 3,000 employees), I wish I could have had the benefit of having read Marketing Metrics -- first.

My strategic marketing group was more anecdotal than strategic. While they did the best that they could with the resources they had, anecdotal data is just that.

The principles found in Chapter 5, "Customer Profitability," could have enabled the strategic marketing group to more accurately measure our effectiveness in delivering value-added services to our many customers. Other sections of the book, particularly Chapter 6, could have had equal applicability in other facets of our analytical work.

With the material found in this book, our strategic future in a fast changing marketplace could have been plotted with far greater discipline.

The book would have made my strategic marketing group truly strategic.

In conclusion, I believe that the detailed, yet easy to read, Marketing Metrics is as applicable (and necessary) in a service industry as it is in a product environment.
7 internautes sur 7 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Great research book 15 février 2007
Par Antonio C. P. Amorim - Publié sur
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.
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