Standard Article

Marketing Metrics

Part 1. Marketing Strategy

  1. Donald R. Lehmann1,
  2. Dominique M. Hanssens2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01039

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Lehmann, D. R. and Hanssens, D. M. 2010. Marketing Metrics. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. 1

    Columbia University, New York, NY, USA

  2. 2

    University of California Los Angeles, Los Angeles, CA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article organizes and summarizes key metrics for assessing marketing capabilities, marketing inputs, and marketing outputs. It also discusses the linkages between marketing activities and product-market metrics.

Keywords:

  • metrices;
  • marketing metrics;
  • marketing activity measures;
  • customer metrics;
  • market performance metrics;
  • intermediate metrics