The authors show how to use a "dashboard" of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to "triangulate" to optimal solu-tions. You'll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power, margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For clarity and simplicity, this book avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques

ISBN: 9780131873704