December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 2 Gross Profit
Measurement Need
A high gross profit is one component of financial performance, which indicates costs are under control. Marketing costs can be difficult to fully control since investments in pricing, advertising, and broader communications can have an unpredictable long-term impact, even in today’s data-driven digital world. A tactic to grow market share through price reduction may also drive revenue growth, but at the sacrifice of profitability levels. Since marketers are accountable for results, they must understand whether their efforts contribute to gross profit.
Solution
Gross profit is a company’s total revenue minus the costs it incurred when producing the product that generated the revenue. More simply, it ...
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