How does a company measure the effectiveness of the various components of its marketing strategy? What metrics are most effective, and how can these help maximize profits? A new book out from Wharton School Publishing titled Marketing Metrics: 50+ Metrics Every Executive Should Master, identifies the pros, cons, and tradeoffs associated with each metric. The book is by Paul Farris, Neil Bendle, Phillip Pfeifer, and David Reibstein. Reibstein, a marketing professor at Wharton, agreed to talk with Mukul Pandya, editor in chief of Knowledge@Wharton, and Robbie Shell, editorial director, about this new book, which has been named “Marketing Book of the Year” by strategy+business magazine. Listen to the Knowledge@Wharton podcast and read the related article on marketing metrics by Dave Reibstein.

Related Links

• Marketing Metrics: 50+ Metrics Every Executive Should Master

• Wharton Executive Education
  
  
• The Wharton School

This month's articles:

• Thought Leaders
  Preparing women to reenter the work force
  

• In the Classroom I
  Strong medicine for the balance sheet
  

• Impact Through Education^™
  What Jerry Seinfeld can teach about applying new ideas
  

• In the Classroom II
  A new program for Indian corporate directors
  

• Wharton School Publishing
  Marketing metrics you need to know