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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

The Marketing Metric You May Be Overlooking: David Reibstein, William S. Woodside Professor of Marketing, Wharton School of Business

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David Reibstein, Wharton School of Business Professor, discusses why traditional marketing metrics are no longer enough, and why marketers today must tie marketing activities to consequences stated in financial terms.

Reibstein explains that, while metrics such as impressions and satisfaction are important, it’s now critical to tie marketing activities to profits, shareholder value, and other financial targets. Hear David explain:

  1. Why marketers must be choosier than ever about what they measure
  2. What “share of requirements” is, and why it’s as important as market share or revenue per customer
  3. Why customer retention and lifetime customer value are more critical than ever
Why marketers must seek ways to assign monetary value to long-term investments such as branding campaigns.

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