Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.
For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.
Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.
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Market. Share. Market share is the percentage of a market (defined in terms of
either units or revenue) accounted for by a specific entity. Unit Market Share is
also known as Volume Share. Revenue Market Share is also known as Value
The Manager's Guide to Measuring Marketing Performance Paul Farris, Neil
Bendle, Phillip E. Pfeifer, David Reibstein. Purpose: Key indicator of market
competitiveness Market share is an indicator of how well a firm is doing against
Revenue Market Share: Revenue market share differs from unit market share in
that it reflects the prices at which goods are sold. In fact, a relatively simple way to
calculate relative price is to divide revenue market share by unit market share ...
Relative market share indexes a firm's or a brand's market share against that of
its leading competitor. Market concentration, a related metric, measures the
degree to which a comparatively small number of firms accounts for a large
Decomposing Market Share Market share can always be calculated as the
product of three components: penetration share, share of requirements, and
usage index. Market Share (%) = Penetration Share (%) * Share of Requirements
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