Key Marketing Metrics

New UK/European edition of the international bestseller “50+ metrics crackles like new money … this is the best marketing book of the year.” Strategy + BusinessReview

Metrics

The 50+ metrics every manager needs to know

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

Key Marketing

Praise for Key Marketing Metrics

Measurement is critical to the health of any business, and Key Marketing Metrics highlights key tools and techniques across many measurement landscapes – from the consumer, to the sales force, to the ever-changing media environment. It’s a ‘must-read’ for any business leader who wants to optimize the way they measure business activities and results in order to grow their business.

KIMBERLEY B. DEDEKER, VICE PRESIDENT, GLOBAL CONSUMER & MARKET KNOWLEDGE, PROCTER & GAMBLE

Why read Key Marketing Metrics? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them.

ERV SHAMES, FORMER CEO, KRAFT FOODS

Why was this book not written earlier? Key Marketing Metrics presents an excellent compendium of the metrics you really need to know, along with a structural framework that ties them together and helps you steer your business successfully.

DR HANS-WILLI SCHROIFF, VICE PRESIDENT, MARKET RESEARCH/BUSINESS INTELLIGENCE, HENKEL

Marketing is being challenged, as never before, to be accountable. This book, by describing metric options and their risks, will help address this challenge.

DAVID AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY

Measurement is central to our business discipline. What gets measured matters, and having the right measures is key. Key Marketing Metrics provides an insightful compilation of what to measure and how to measure it for today’s marketing-savvy executives.

GLENN RENWICK, CEO OF THE PROGRESSIVE CORPORATION (PROGRESSIVE DIRECT SM AND DRIVE ® INSURANCE...