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Wharton's
Dr. Reibstein on Marketing Metrics		  

A large group of Wharton Alumni were treated to a back to school evening with a fantastic lecture by Dr. David Reibstein on Marketing Metrics.

 

 
Less than 50% of today's average company market value is represented by tangible assets. The rest is the value the market gives to the company's, brands, client base, technology and patents; and human resources

Brands and client base are value enhancements that are driven mainly by the company's marketing efforts.

A correct approach to marketing metrics can be the difference in realizing enterprise value.

 

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