MAmetrics Text

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Chapter Abstracts	PDF Version
Chapter 1. Marketing Accounting Metrics Introduces the most common and most used marketing accounting metrics, explains the relationship between demand and supply metrics using economic theory, how the Balanced Scorecard translates this theory into practice, and how customer satisfaction and process efficiency drive profitability.
Chapter 2. Satisfaction, the Primary Demand Metric Describes how to measure and manage customer satisfaction, how to measure customer profitability, the relationship between customer satisfaction, loyalty and profitability and what system control activities and processes are needed to manage customer profitability. Includes the Hyundai Satisfaction Case.
Chapter 3. Cost, the Primary Supply Metric Defines all types of costs, variable and fixed costs, sunk costs, common costs and incremental costs, different ways of allocating costs, activity based costing and quality and cost experience curves and their long-term effect on costs.
Chapter 4. Issues in Marketing Accounting addresses operating leverage, marketing cost mismanagement, and the negative consequences of focusing on sales rather than contribution and profitability. Includes the WebVan vs PeaPod Leverage Case
Chapter 5. Budgeting Defines and explains different sorts of budgets and their purpose. Identifies most commonly used marketing budgeting practices and discusses marketing mix budgeting practices and planning and budgeting based on shareholder value.

	PDF Version
Table of Contents
Index of Key Terms