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Marketing Metrics: 50+ Metrics Every Executive Should Master by David J. Reibstein, Phillip E. Pfeifer, Neil T. Bendle, Paul W. Farris

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Index

SYMBOLS

# (Count), 7

$ (Dollar Terms), 6

% (Percentage), 6

A

A.C.Nielsen, 183

Aaker, David, 116

brand equity ten, 117

AAU (Awareness, Attitudes, and Usage), 34

attitude, 36–37

awareness and knowledge, 35

calculating, 35

cautions, 38

data sources, 37

purpose, 34–35

usage, 37

abandoned purchases, 302

abandonment, 299

abandonment rate, 302

acceptors, 28

accountability, 2

acquisition versus retention, 152–154

ACV (all commodity volume), 160, 178

calculating, 180–181

ad awareness, 36

adjusting for periodic changes, 38

advertising. See also impressions

as a percentage of sales, 81

price versus cost, 289

advertising effectiveness, 282, 284

advertising exposures, 282

all commodity volume. See ACV

allowances, slotting, 81

apparel retailers, customers, ...

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