Magic Numbers for Consumer Marketing

Key Measures to Evaluate Marketing Success

John Davis

310 pages, parution le 12/10/2005

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Résumé

Many marketing professionals like to think of their specialty as an art rather than a science. However, there is an increasing demand from senior managers to quantify the success of their marketing campaigns and the teams that drive them. Magic Numbers for Consumer Marketing offers a set of tools for measuring a marketing strategy's competitiveness while highlighting the advantages and limitations of each measurement ratio.

As in all areas of business, quantitative analysis is essential. CEOs and CFOs demand methods that can reliably assess their organization's marketing activities, and marketers also need tools that help them justify and measure the marketing investments being recommended, implemented and reviewed.

The reason is simple: marketing activities have the potential to return significant value to your company over both the short and long-term.

John Davis is a respected marketing expert, entrepreneur and educator. In this book, he describes:

Key marketing measures and frameworks essential for creating and measuring marketing success
Clear, accessible descriptions of marketing's different activities
Relevant examples from many of today's leading companies including: Nike, eBay, Samsung, Apple, Carrefour and Singapore Airlines
Unique insights based on his over 20 years of experience leading marketing teams and start-up companies

Magic Numbers for Consumer Marketing is the ideal resource for marketers and company leaders who wish to better understand their marketing efforts. If you are interested in gaining a truly competitive edge/then this is the book you need to succeed.

L'auteur - John Davis

John Davis is Chairman of Brand New View, a brand strategy firm. He also teaches at Singapore Management University. He has been a featured speaker at numerous conferences around the world and has been interviewed by media in both Asia and the United States for his views on branding and marketing strategy. He has spent more than 20 years in business as both an entrepreneur and marketing executive, having launched two award-winning companies and led marketing teams at Nike, Informix and Transamerica.

He was born in the San Francisco Bay Area, earning his undergraduate degree in Political Science from Stanford University and his MBA from Columbia University. John, his wife Barbara, their 3 children, Katie, Chris and Bridget, and their dog 'Grinner" live in Singapore. It is rumored that this is Grinner's favorite book.

Sommaire

Introduction
Magic Numbers for Understanding a Market
Magic Numbers for Understanding Your Company
Magic Numbers for Understanding Customers
Magic Numbers for Understanding Marketing
Supplement: Using the Magic Numbers in a Marketing Plan
Appendix: Finding the Information
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	John Davis
Parution	12/10/2005
Nb. de pages	310
Format	18,5 x 26
Couverture	Relié
Poids	793g
Intérieur	Noir et Blanc
EAN13	9780470821626
ISBN13	978-0-470-82162-6