Measuring Marketing: 103 Key Metrics Every Marketer Needs

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		Measuring Marketing: 103 Key Metrics Every Marketer Needs
		Measuring Marketing: 103 Key Metrics Every Marketer Needs

基本信息·出版社：Wiley
·页码：440 页
·出版日期：2006年11月
·ISBN：0470821329
·条形码：9780470821329
·版本：1
·装帧：平装
·外文书名：营销测量: 103个营销者必需报表

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Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
作者简介 John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company.
John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica.
He earned his MBA from Columbia University and his BA from Stanford University.
编辑推荐 Review
Marketing 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.
John Roberts,
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.
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 framework for measuring his or her 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 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

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