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Measuring Marketing: 103 Key Metrics Every Marketer Needs First Edition
Author(s): John Davis (Author)
- Publisher: John Wiley & Sons
- Publication Date: 14 Nov. 2006
- Edition: First Edition
- Language: English
- Print length: 440 pages
- ISBN-10: 0470821329
- ISBN-13: 9780470821329
Book Description
Marketing is now being asked to be measurably accountable for not only the top–line of their income statement, but also for the bottom–line as well. They′re being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
Editorial Reviews
Review
Marketing directors and CEOs who wish to make their marketing expenditures accountable face a bewildering array of potential measures, the definition of which is not always clear, leave alone their relevance. In Measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems. John Roberts , Professor of Marketing, London Business School, Scientia Professor, The Australian Graduate School of Management. John Davis′s book is a much needed, concise summary of key marketing metrics. He shows us not only how to calculate the right number but also how to use it in decision making. Bernd Schmitt , Robert D. Calkins, Professor of International Business, Columbia Business School, Executive Director, Center on Global Brand Leadership This is a book which I′ll certainly make sure all my marketing colleagues carry at all times…John Davis′s book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry, should select his or her own key metrics from the book to create a personalized, dynamic and balanced framework for measuring his or her own work. A must–have for all marketers! Ho Kwon Ping , Executive Chairman Banyan Tree Group John Davis has written a readable book that will be of immense, practical help to marketers. His book presents clearly and succinctly over 100 easy–to–use metrics to assess marketing effectiveness. Every marketer should have it on their bookshelves. Pang Eng Fong Dean, Lee Kong Chian School of Business Singapore Management University We all know the old saying that “You can′t manage what you can′t measure.” This book identifies and discusses the metrics that will help executives manage key marketing activities from product development through sale. It′s comprehensive, and readers will surely find measures that are likely to be important in their unique business context. James Jiambalvo Dean, University of Washington Business School
From the Inside Flap
The world of marketing has been turned upside down. Non–marketers view marketers as narrowly focused on advertising–driven image–development, characterized by clever creative e design and vague results. While image–shaping advertising is till important, marketing has changed dramatically indecent years, with increasing emphasis on growth–driven activities that yield measurable results. CEOs and CFOs regularly ask “what measure can I use to determine if my company′s marketing is effective? The answer is that there is no single measure that accomplishes this. Today′s companies are expected to demonstrate consistent, positive growth and responsible financial performance. Likewise, marketing mangers must show a clear return investment for the plans they recommend. Marketing activities must align with the company′s overall strategic and financial goals. T`he challenge is to know what marketing activity to measure and when since, as companies grow, customers expectations shift and market conditions change, requiring marketers to adapt their strategy and adjust tactics accordingly. From brand building objectives to growth forecasts, traditional marketing to internet marketing, retail promotion to field sales execution, marketers must develop integrated marketing activities that create a differentiated position, address customer needs and demonstrate competitive advantage. Furthermore, marketers must also be able to defend and measure their plans in detail, from the connection to company goals to the execution at the field sales level. Measure marketing: 103 Key Metrics Every Marketers Needs descr5ibes 103 different measures that marketers and senior managers should know. Organized into three main themes: marketing planning and customers: the offering: and sales force, it is a pr4actical, straightfor5ward references for business leaders seeking clear explanations on how to measure marketing;s most common activities.
From the Back Cover
Measuring Marketing 103 Key Metrics Every Marketer Needs. Marketing directors and CEOs who wish to make their marketing expenditure accountable face a bewildering array of potential measures, the definition of which is not always clear, let alone their relevance. In measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems. – John Roberts, Professor marketing, London Business School, Scientia Professor, The Austrialian Graduate School Management. John Davis book is a much needed, concise summary of key marketing metrics. He shows us not only how to calculate the right number but also how to use it in decision making. – Bernd Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School, Executive Director, Center on Global Brand Leadership This is a book which I′ll Certainly make sure all my marketing colleagues carry at all times… John Davis′s book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry should select his or her own key metrics from the book to create a personalized, dynamic and balanced frame work for measuring his or her won work. A must–have for all marketers! – Ho Kwon Ping, Executive Chairman, Banyan Tree Group John Davis has written a readable book that will be of immense, practical help to marketers. His book presents clearly and Succinctly over 100 easy–to–use metrics to assess marketing effectiveness. Every marketer should have it on their bookshelves. – Pang Eng Fong, Dean, Lee Kong Chian School of Business, Singapore Management University We all know the old saying that ” you can′t manage what you can′t measure.” This book identifies and discusses the metrics that will help executives manage key marketing activities from product development through sale. It′s comprehensive and readers will surely find measures that are likely to be important in their unique business context. – James Jiambalvo, Dean, University of Washington Business School
About the Author
John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company. John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica. He earned his MBA from Columbia University and his BA from Stanford University.
