- Shopping Bag ( 0 items )
From the PublisherMarketing 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.
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.
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,
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.
Dean, University of Washington Business School