Phillip E. Pfeifer eBooks

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.It is essential for marketers and their business colleagues to >>

Managing the sales force is one of the most difficult jobs in marketing and sales. In part, this is because each sales person operates almost as an independent agent--there is often a fair amount of autonomy. >>

The metric that is often used to measure the success of a program is the brand or product’s market share. It is often viewed as a measure of whether we are gaining ground in the marketplace. It is also >>

This e-book examines a broad range of topics to give the reader a sense of the effect of their overall marketing strategy and execution. This includes: Measures of market penetration and coverage, including >>

The best way to propose or preserve any budget is to be able to show its economic worth to the firm. It is getting harder and harder to defend a budget based on history or on "keeping up with the Jones" >>

This is the eBook version of the printed book.Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers >>