When companies talk about marketing these days they are talking about things like promotional strategy advertising and distribution; customer perception; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; and sales forces and channels. How does a company measure the effectiveness of the various components of its marketing strategy? What metrics are most effective and how can these help maximize profits? A new book out from Wharton School Publishing titled Marketing Metrics: 50 + Metrics Every Executive Should Master identifies the pros cons and tradeoffs associated with each metric. The book is by Paul Farris Neil Bendle Phillip Pfeifer and Dave Reibstein. Reibstein a marketing professor at Wharton agreed to talk with Mukul Pandya editor in chief of Knowledge at Wharton and Robbie Shell editorial director about this new book.
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