Measuring Marketing

Beschreibung

Evaluating marketing performance and decision making more fairly Marketing 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 world's 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 organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. * Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately * Measuring marketing success is difficult, but this book shows what and when to assess * Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

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John A. Davis

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Business & Management Marketing Marketing & Sales Marketing u. Vertrieb Wirtschaft u. Management

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Marketing directors and CEOs who wish to make their marketingexpenditures accountable face a bewildering array of potentialmeasures, the definition of which is not always clear, leave alonetheir relevance. In Measuring Marketing: 103 Key Metrics, JohnDavis provides CEOs and marketers with an easy way to know just howeach measurement is defined and the context in which it can beused. I am sure that it will make an invaluable reference in thedesigning and assessing of marketing information systems. John Roberts, Professor of Marketing, London Business School, ScientiaProfessor, The Australian Graduate School of Management. John Davis's book is a much needed, concise summary of keymarketing metrics. He shows us not only how to calculate the rightnumber but also how to use it in decision making. Bernd Schmitt, Robert D. Calkins, Professor of International Business, ColumbiaBusiness School, Executive Director, Center on Global Brand Leadership This is a book which I'll certainly make sure all my marketingcolleagues carry at all times...John Davis's book provides sucha rounded and comprehensive approach to understanding the nuts andbolts of marketing, that any marketer, in any industry, shouldselect his or her own key metrics from the book to create apersonalized, dynamic and balanced framework for measuring his orher 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 andsuccinctly over 100 easy-to-use metrics to assess marketingeffectiveness. Every marketer should have it on theirbookshelves. 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 youcan't measure." This book identifies and discusses the metrics thatwill help executives manage key marketing activities from productdevelopment through sale. It's comprehensive, and readers willsurely find measures that are likely to be important in theirunique business context. James Jiambalvo Dean, University of Washington Business School
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