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.
John A. Davis
Faculty
Lundquist College of Business
University of Oregon
John Davis' career spans both the academic and business worlds. He is the author of several acclaimed marketing books: The Olympic Games Effect (2nd edition-coming in early 2012); Competitive Success: How Branding Adds Value (2010), The Olympic Games Effect-1st edition ©2008), Magic Numbers for Sales Management (©2007), Measuring Marketing: 103 Key Metrics Every Marketer Needs (©2006; and 2nd edition coming in late 2012), and Magic Numbers for Consumer Marketing (©2005). He is a contributing author to Fast Track to Success-Marketing (©2009). His next book, following the publication of the aforementioned 2nd editions, is Sports Marketing: Creating Long Term Value (est. 2013). in 2010 he received the 'Best Professor of Marketing' award in 2010 by the CMO Council and Asia's Best B-School Awards. Before joining the Lundquist College of Business at the University of Oregon, John's prior positions were: Dean-GlobalMBA and Professor of Marketing at SP Jain; Department Chair and Professor of Marketing at Emerson College in Boston; Professor of Marketing Practice and Director of the Center for Marketing Excellence at Singapore Management University, where he received the 'Most Inspiring/Distinguished Teacher' award (2007) and Dean's Teaching Honors every year from 2004-2009. He has been a visiting professor at the International Olympic Academy in Olympia, Greece, and has also taught at University of Washington, UC Davis and Stanford University, and in partner programs with faculty from University of Chicago, INSEAD, Emory, Munich Business School, and the European Business School. John has taught at the undergraduate and MBA levels, and in dozens of executive education programs for leading companies, including: IBM, DOW Chemical, Allianz, TIAA-CREF, OCBC, SK Telecom, Commerzbank, Schneider Electric, MSIG, IHG, Boeing, and SwissRE. His research interests are in global brand leadership, marketing strategy, sports marketing, and marketing accountability. In business, he has won awards as the leader of global marketing organizations for Fortune 500 companies and two companies he founded with private investor groups, including Brand New View (www.brandnewview.com), where he remains chairman. John has spoken at conferences around the world, from Tokyo to Cairo to San Francisco to Shanghai, including TEDx, and has been interviewed by global media, including: the BBC, MSNBC, CNBC, ChannelNewsAsia, Bloomberg, and NPR. He wrote and broadcast a 24-segment radio program about marketing. He is co-host of the podcast series 'LeadershipMatters'. He received his M.B.A. from Columbia University and his B.A. from Stanford University.
