Join us for a lively interview with Paul Farris and Phillip Pfeifer co-authors of Marketing Metrics: 50+ Metrics Every Executive Should Master. We talked with Paul and Phil about their first exposure to marketing metrics. How small businesses and startups can gain access to and use valuable metrics. The authors shep light on how to get products through traditional supply chains and working with channell partners. Paul and Phil elucidate on the relative costs and values of retaining customers versus gaining new customers. The limits and benefits of customer segmentation to help with marketing demands are discussed. How to price dynamically with discounts versus additional fees is expounded upon.
Paul Farris and Phillip Pfeifer both teach marketing at the Darden School of Management at the Univerisity of Virginia.
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