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.
This book offers 103 very chunky measures that are each clearly explained and for most marketers quite easily obtainable. You may not want a dashboard of all these measures, but if you scan through the list you’ll see – at least 10 metrics that you’ll wish you had during the last planning round. As such this book offers a powerful diagnostic of the things you need to get your job done.
Davis splits his measures into three broad categories.
- Marketing Planning and Customers – Forecasts, Markets, Segments & Customers
- The Offering – Products, Prices, Promotion and Retail
- Sales Force.
Within each section he offers a host of measures, setting out for each one the purpose, the solution (or formula) as well as a summary of the impact and importance of the measure in question. The effect of the book is to deliver lively 103 marketing discussions, and while some are somewhat generalized in nature, the overall value of the book is immense.
This book suits marketing managers, brand managers and assistant brand managers, and will be of equal power in the hands of good market researchers. this is a really practical worthwhile volume for people who want to do their job better.
Related Books:
- Marketing Metrics: The Definitive Guide to Measuring Marketing Performance(2nd Edition) : Paul W. Farris, Neil T. Bendle
- Global Marketing Management (7th Edition) : Warren J. Keegan
- Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide – John Jantsch
- Principles of Marketing, 12th Edition – By Philip Kotler
- Creative Black and White: Digital Photography Tips and Techniques – Harold Davis
