“Marketing Metrics” by Paul Farris, Neil Bendle, Phillip Pfeifer, & David Reibstein
Generating and closing leads is the lifeblood of every business, and measuring the results of your marketing activity is critically important to your success. Marketing Metrics will help you understand your current business process and craft a set of metrics that will keep your attention on the most important issues facing your business.
Major topics include measuring customer perception, market share, competitive analysis, revenue, cost structure, profitability, awareness, trial, growth, repeat, cannibalization, brand equity, customer profitability, margin, market coverage, operations and logistics, price sensitivity, promotional activity, reach, frequency, and impressions.
In the immortal words of Peter Drucker, “what gets measured gets managed.” Marketing Metrics will help you measure everything in your business that matters.
(Special thanks to Personal MBA member Tyler Martin for recommending this book.)
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