by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
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Average Customer Review:
0 of 1 people found the following review helpful:
 ok, 2008-04-26
While most of these metrics are true, they are not always relevant. I guess if you use it as a reference, this is a good book and will do fine. But it is not necessarily something that will turn your world upside down with new knowledge.
0 of 0 people found the following review helpful:
 Excellent but for the presentation, 2008-02-28
There is alot of excellent material in this book. My only criticism is the layout. It appears choppy and could use a better design that would make it easier to read. Hopefully, the next edition will take this into consideration. But all in all, an excellent book on a subject that is long overdue.
1 of 1 people found the following review helpful:
 Good Primer for Marketing People, 2007-10-10
This is a good fundamental description of different marketing measurments. These metrics used to be taught to people in the business as they worked their way up the ranks. Unfortunately, today there is virtually no marketing training being done at most organizations. This book can help those people who want to know how to look at a marketing from a more analytical basis and do a better job at managing the marketing for their company. I have already given it to two clients to help them do their job better.
1 of 1 people found the following review helpful:
Carry This Book with You, 2007-10-01
If a marketer really wants to be a good business person, then they should carry this book with them. I dislike hearing recent graduates say "Buy One Get One Free" when asked for promotion ideas. If you understand the financial consequences of that type of promotion then it's OK to suggest it. But the point is this book helps you think about the many types of measurements. At one point in my career I had three Product Managers work for me. This book would have been one that I insisted they read.
1 of 2 people found the following review helpful:
Is it Really About Metrics..But There's More To it Than That, 2007-09-05
I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.
I also liked the newly released book, "Value Acceleration" by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
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