This book steps into the void between cause and effect to provide the measurements required to evaluate almost every aspect of marketing and sales, including such traditional components as customer perception, product strategy, channel management, promotion, and revenue and cost structures. It also delves into such nontraditional marketing areas as customer profitability, Web metrics, and even the complexities of pricing. That last area is a real service to readers: Pricing is intertwined with almost every aspect of branding, yet most branding books duck the issue with a throwaway insight – “brands enable higher pricing,” for example – that fails to explain how to leverage that key contributor to profitability. – Nick Wreden, strategy+business
Authors: David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer
Subject: Marketing / Sales
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