Measuring Marketing: 110+ Key Metrics Every Marketer Needs

Measuring Marketing: 110+ Key Metrics Every Marketer Needs

by John A. Davis
     
 

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Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success.

Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, with

Overview

Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success.

Nobody knows this better than author John Davis. For nearly two decades, he's been a thought leader in the fields of marketing and advertising, and now, with Measuring Marketing, Second Edition, he returns to share his extensive insights with you.

Organized into eleven focused sections—to reflect the metrics needed today for successfully measuring the performance of an organization's marketing operations—this reliable resource still remains true to the first edition's effective approach of making a complex topic understandable. Written for both marketing managers who are now accountable for growth-driven activities that must yield measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, this informative guide puts more than 110 key metrics in perspective.

Along the way, you'll be introduced to a variety of these important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics—including significant updates to the online/digital/social area— Measuring Marketing, Second Edition will put you in a better position to excel at this difficult endeavor.

The measurement of marketing performance has become one of today's most important business needs. And while there is no single measure to determine if a company's marketing is truly effective, knowing what you can and should be measuring, as well as knowing when to do it, will keep you one step ahead of the competition. Measuring Marketing, Second Edition can help you achieve these essential goals.

Product Details

ISBN-13:
9781118153741
Publisher:
Wiley
Publication date:
02/11/2013
Pages:
320
Sales rank:
955,614
Product dimensions:
7.10(w) x 9.90(h) x 1.40(d)

Meet the Author

John A. Davis is the author of several acclaimed marketing books: the first edition of this book; the first and second editions of The Olympic Games Effect; Competitive Success; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon, where he received the BAC Outstanding Teaching Award in 2012, and Chairman of Brand New View, an executive education and professional services firm. Previously, he was Dean of the Global MBA Program and Professor of Marketing at SP Jain, with campuses in Singapore, Dubai, and Sydney. In 2010, he was the recipient of the "Best Professor in Marketing" honor, awarded by CMO Asia and Asia's Best Business School Awards. Before SP Jain, he was department chair and professor of marketing at Emerson College, and professor of marketing practice at Singapore Management University, where he received the "Most Inspiring Teacher" award and Dean's Teaching Honors. John regularly consults with leading global companies and is a sought-after conference speaker. He has also founded two award-winning companies and has led marketing teams at Nike, Informix, and Transamerica. He received his MBA from Columbia University and his BA from Stanford University.

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