This is the eBook version of the printed book. This e-book examines a broad range of topics to give the reader a sense of the effect of their overall marketing strategy and execution. This includes: Measures of market penetration and coverage, including  measures of penetration, trial, and repeat purchase rate, as well as measures of brand equity and channel coverage and sales force performance.   Measures of price, promotion, and advertising performance, including assessments to the price one is able to command relative to our competition,  and determining the price premium.  Measures of  promotion or advertising effects, including metrics to determine the difference between actual and baseline sales,  and metrics to measure  impressions, awareness, reach, and frequency.   Having the above at your fingertips will ensure that you are able to plan and execute the best marketing and promotion plan.