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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance [Hardcover]

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

Acknowledgments     ix

About the Authors     xi

Foreword     xiii

Foreword to the Second Edition     xv

Chapter 1    Introduction     1

Chapter 2    Share of Hearts, Minds, and Markets     27

Chapter 3    Margins and Profits     65

Chapter 4    Product and Portfolio Management     109

Chapter 5    Customer Profitability     153

Chapter 6    Sales Force and Channel Management     181

Chapter 7    Pricing Strategy     219

Chapter 8    Promotion     263

Chapter 9    Advertising Media and Web Metrics     287

Chapter 10   Marketing and Finance    337

Chapter 11   The Marketing Metrics X-Ray     357

Chapter 12   System of Metrics     369

Appendix A   Survey of Managers’ Use of Metrics     385

Bibliography     393

Endnotes    397

Index     405

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