Magic Numbers for Consumer Marketing

ISBN: 9780470821626

出版社: John Wiley & Sons Inc

出版年: 2005-9

页数: 309

定价: 244.00元

装帧: HRD

内容简介

Magic Numbers for Consumer Marketing specifically describes key marketing measures commonly used in business. The book is designed to help marketers and non–marketers alike recognize the best measures to use when assessing the performance of marketing programs. Each marketing measure is defined, along with relevant examples and/or illustrations. Furthermore, the risks associated with relying too much on these formulas to the exclusion of other business inputs is discussed, providing readers with helpful guidelines of when these measures are most appropriate. From market share to customer lifetime value, there are numerous formulas that will help business people measure both the potential opportunity and actual results of various marketing activities. In addition, Magic Numbers for Consumer Marketing also describes key non–formulaic marketing frameworks, including brand value and brand culture. The frameworks and formulas are presented together because each depends on the other. Understanding the frameworks enables managers to more clearly see the link between organization design and outcomes, while the formulas help measure specific marketing program performance.