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.
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Descrizione libro Wiley, 2006. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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. Codice libro della libreria ABE_book_new_0470821329
Descrizione libro Wiley, 2006. Paperback. Condizione libro: New. book. Codice libro della libreria 0470821329
Descrizione libro Wiley, 2006. Paperback. Condizione libro: New. 1. Codice libro della libreria DADAX0470821329
Descrizione libro Paperback. Condizione libro: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Codice libro della libreria 0470821329BNA
Descrizione libro Wiley, 2006. Paperback. Condizione libro: New. Codice libro della libreria P110470821329
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97804708213291.0