Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein
Pearson Education (www.pearsoned.co.in)
A ‘dashboard' of metrics
Begin with a study of ‘share of hearts, minds, and markets,' a chapter that introduces you to metrics such as BDI (brand development index), AAU (awareness, attitudes, and usage), willingness to recommend, penetration, and willingness to search. Before taking a plunge into these, first define your market. Not a trivial exercise, alert the authors. "If a firm defines its market too broadly, it may dilute its focus. If it does so too narrowly, it will miss opportunities and allow threats to emerge unseen."