Saturday, September 30, 2006

Begin with a study of ‘share of hearts, minds, and markets'

Book Mark

Marketing Metrics
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."

More

No comments: