Development of a Marketing Metrics System in Order to Manage a Brand Using the Example of Erсonproduсt LTD

Work has practical character and is directed to development of the system of marketing metrics for management of a brand on the example of LTD Erconproduct. In chapter 1 approaches to strategic planning are considered, the theoretical and practical approaches to assessment by management of a brand are systematized, own definition of marketing metrics is formulated, the top of the most widespread metrics is allocated. Justification of the choice of an object of a research and design of a research of the mixed type is given in chapter 2. In a chapter 3 the results of a research received on each of three stages are presented. On the basis of the received results the author made the system of marketing metrics for management of a flagman brand of a portfolio of LTD Erconproduct, sources of data collection, frequency of assessment are defined. Recommendations about stimulation of key metrics are also developed. Results of a research are directed to increase in effectiveness of management of the Frau Marta brand.