Measuring marketing - John A. Davis

Measuring Marketing 103 Key Metrics Every Marketer Needs. Marketing directors and CEOs who wish to make their marketing expenditure accountable face a bewildering array of potential measures, the definition of which is not always clear, let 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 marketing, London Business School, Scientia Professor, The Austrialian Graduate School Management. John Davis 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 frame work for measuring his or her won 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