Measuring Marketing: 103 Key Metrics Every Marketer Needs

by John A. Davis

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing's many stakeholders to be accountable for its strategies and activities.

Genres: Business

440 pages, Paperback

First published November 24, 2006

Reviews

[Marcell Nimführ · Rating 2 out of 5]

Nice try, but hopelessly outdated. When was this done? 30 years ago? Certainly feels like it.

[Teresa · Rating 2 out of 5]

Not as good as "Marketing Metrics: 50+ Metrics Every Executive Should Master."