Metrics for making mkt matter
Financial mkt
Commonly focus.
Producivity chain
Focused on customer or product-market results
Assess performance
Use of financial measures and the value of mkt assets
Brand equity and customers
Customer lifetime value
Evaluates mkt spending
customer selection metric
Tobin’s q
market value/book value
Financial terms
Income, book value, stock, performance
Mkt actions
customer reaction
product-market impact
financial outcome
firm value