ESCP Europe

This book introduce 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 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. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges.