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Marketing Metrics
book

Marketing Metrics

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
February 2010
Intermediate to advanced content levelIntermediate to advanced
432 pages
10h 29m
English
Pearson
Content preview from Marketing Metrics

11. The Marketing Metrics X-Ray

11.1 The Marketing Metrics X-Ray

Our purpose in this chapter is to give some examples of how marketing metrics can augment and complement traditional financial metrics when used to assess firm and brand performance. In particular, marketing metrics can serve as leading indicators of problems, opportunities, and future financial performance. Just as x-rays (now MRIs) are designed to provide deeper views of our bodies, marketing metrics can show problems (and opportunities) that would otherwise be missed.

Put Your Money Where Your Metrics Are

Table 11.1 shows common summary financial information for two hypothetical companies, Boom and Cruise. Income statement data from five years provide the basis for comparing ...

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Publisher Resources

ISBN: 9780137053094Purchase book