Acknowledgments

We hope this book will be a step, however modest, toward clarifying the language, construction, and meaning of many of our important marketing metrics. If we have succeeded in making such a step, we owe thanks to a number of people.

Jerry Wind reviewed our initial concept and encouraged us to set our sights higher. Rob Northrop, Simon Bendle, and Vince Choe read early drafts and gave valuable feedback on the most important chapters. Eric Larson, Jordan Mitchell, Tom Disantis, and Francisco Simon helped develop material for important sections and provided their research skills. Gerry Allan and Alan Rimm-Kauffman allowed us to cite liberally from their materials on customers and Internet marketing. We thank Valerie Redd and Kelly Brandon for their help in designing, testing, and administering the survey of the metrics that senior marketing managers use to monitor and manage their businesses.

Marc Goldstein combined business savvy with deft editing touches that improved the readability of almost every chapter. Paula Sinnott, Tim Moore, Kayla Dugger, and their colleagues also made significant improvements in moving from a raw manuscript to the book in your hands.

Erv Shames, Erjen van Nierop, Peter Hedlund, Fred Telegdy, Judy Jordan, Lee Pielemier, and Richard Johnson have collaborated on our “Allocator” management simulation and “Management by the Numbers” online tutorials. That work helped us set the stage for this volume. Finally, we thank Kate, Emily, Donna, and Karen, who graciously tolerated the time sacrificed from home and social lives for the writing of this book.