Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Lehmann, D. R. and Hanssens, D. M. 2010. Marketing Metrics. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
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.
- marketing metrics;
- marketing activity measures;
- customer metrics;
- market performance metrics;
- intermediate metrics