Measuring Marketing: 110+ Key Metrics Every Marketer Needs - Softcover

Davis, John A.

Softcover

ISBN 10: 111815374X ISBN 13: 9781118153741

Publisher: John Wiley & Sons, 2013

Synopsis

Paperback. Pub Date :2013-02-11 Pages: 320 Language: English Publisher: Wiley Evaluating marketing performance and decision making more fairlyMarketing has long been considered an art and not a science. but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed In Measuring Marketing:. 103 Key Metrics Every Marketer Needs. Second Edition. one of the worlds leading experts in the field presents the key marketing ratios and metrics Applying these metrics will enable marketers to make better decisions and increase their. accountability for their strategies and activities.This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organizations marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy o...

About this title

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 Back Cover

"Well organized and succinct, Measuring Marketing is both a comprehensive, prescriptive look at the variety of ways to evaluate the impact of marketing, as well as an excellent reference guide. A practical analytical tool in today's complex, multidimensional business world to help decision makers understand marketing's impact on a business or product line, Measuring Marketing is applicable from start-up to established player. Particularly helpful are the examples of measurement for each metric and the discussion of how each impacts decision making."
?Brent N. Smith, Managing Partner LevelOne Capital Limited

"John has successfully demonstrated marketing has very finite and tangible attributes that are quantifiable and will benefit any organization focused on both value and volume. If we are honest, most global organizations fall short in quantifying the value of marketing. Measuring Marketing clearly defines what is important to measure and why. Both will favorably influence a company's decisions in investing in marketing that will eventually flow to its investors with the realization that the use of capital is being maximized. John has masterfully proven marketing has many more quantifiable components than most recognize. It is a magnificent tool for any organization's marketing department to apply concurrently in discussions with their Finance departments."
?Kevin Goulding, President and CEO, AIG China

"Every CEO has the responsibility of ensuring their company's brand is positively promoted and protected, and effective marketing plays a big part. However, the CEO is frequently asking 'is the money we are spending making a difference?' The question of 'should the company invest more, or less, on marketing' is impossible to answer unless there are specific and tangible marketing metrics that can be measured. Knowing what and how to measure marketing in a data-driven way has been difficult, but John Davis has built on his many years of marketing experience, in both the business and academic worlds, to craft a proven methodology. Now, in this updated edition, John takes his research further to offer new insights and answers to 'how can we be sure our marketing investment is driving the results we want?'"
?Steven Leonard, President, EMC Asia Pacific/ Japan, EMC Corporation

"Measuring Marketing is a comprehensive outline of marketing concepts?from basic fundamentals to advanced, state-of-the-art topics?written in a clear, thought-provoking manner. The examples provided and impacts on decision-making sections draw valuable insights into how the concepts can be leveraged to drive share owner value. It's a must-read reference book for both the marketing professional and the P&L owner."
?William Brown, President and CEO, Harris Corporation

"I have been in marketing for 20+ years and have had to come by this information piecemeal. Measuring Marketing is bound to become as indispensable to marketers as the AP Stylebook is to writers. It is a superb catalogue of KPIs for any business, large or small. John's easy-to-approach explanations of each measurement and its impact on decision-making are ideal for both financially and non-financially oriented managers. Measuring Marketing should be handed out alongside diplomas for all marketing graduates."
?David Maddocks, founder, The David Maddocks Company; former Chief Marketing Officer, Converse

"John Davis's innovative approach to measuring marketing effectiveness is redefining the traditional business process of managing, measuring, and allocating marketing investment. The complexity of the new marketing channels created in the last decade and increased need to differentiate your brand have exposed the need for more product and brand performance metrics. Comparing John's insights to traditional marketing practices is like comparing the MRI to the X-ray."
?Thomas McCabe,

About this edition

• Publisher: John Wiley & Sons
• Publication date: 2013
• ISBN 10: 111815374X
• ISBN 13: 9781118153741
• Binding: Paperback
• Edition number: 2
• Number of pages: 320