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Measuring Marketing 103 Key Metrics Every Marketer Needs

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ISBN-10: 0470821329

ISBN-13: 9780470821329

Edition: 2006

Authors: John A. Davis, Ned L. Roberto, John Davis

List price: $45.00
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Description:

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
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Book details

List price: $45.00
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/5/2006
Binding: Paperback
Pages: 440
Size: 7.00" wide x 9.75" long x 1.25" tall
Weight: 1.738
Language: English

Acknowledgments
Introduction
Marketing Planning and Customers
Revenue
Gross Profits
Value to Volume Ratio
Net Profits
Earnings-Based Value
Return on Sales
Return on Assets
Return on Equity
Marketing Cost Per Unit
Program/Non-Program Ratio
Program/Payroll Ratio
Net Sales Contribution
Time-Driven Activity Based Costing
Causal Forecast
Time Series Analysis
Market Growth
Market Share
Market Demand
Market Penetration
Segment Profitability
Customer Profitability
Share of Customer
Customer Acquisition Cost
Cost Per Lead
Break-Even Analysis
Customer Equity and Lifetime Value Analysis
Consumer Franchise
Retention Rate
Churn Rate
New Customer Gains
Customer losses
The Offering
New Product Purchase Rate
Profit Impact
Price
Mark-up Pricing
Target-Return Pricing
Share of Voice
Advertising to Sales Ratio
Reach
Frequency
Gross Ratings Points
Cost Per Gross Ratings Point
Sales Premiums
Promotion Profit
Response Rate
Conversion Rate
Direct Mail Revenue Goals
Direct Mail Profit Goals
Direct Mail Gross Profit
Direct Mail Net Profit
Direct Mail ROI
Click-Through Rates
Gross Page Impressions (or Gross Page Requests)
Cost Per Click
Cost Per Action
Cost Per Sales Dollar
Hits
Pay Per Lead
Brand Equity
Brand Premium
Recall
Recognition
Usage
Transactions Per Customer
Returns to Net Sales
Transactions Per Hour
Hourly Customer Traffic
Inventory Turnover
Percent Inventory Carrying Costs
Gross Margin Return on Inventory Investment
Sales Per Square Foot
Sales/Profits Per Employee
Average Transactions Size
Average Items Per Transaction
Retail Close Ratio
Retailer's Margin Percentage
Markdown Goods Percentage
Percent Utilization of Discounts
Shrinkage to Net Sales
Sales Force
Independent Sales Agent Analysis
Percent of Sales
Turnover Rate
Recruiting
Breakdown Approach
Workload Approach
Incremental Approach
Sales Performance Quotas
Average Sales Per Call