Publisher's Synopsis
"While marketing may be an art, the reality is evaluating return on investment is definitely a science. John Davis′ book Magic Numbers for Consumer Marketing is the perfect recipe book for the creative marketer who wants to be able to forecast whether their concoction of promotional ingredients will miraculously rise into a beautiful cake. There′s no better guide for the marketing executive to understanding whether their investment is paying off at the bottom line."
— Chip Conley, Founder and CEO, Joie de Vivre Hospitality
“ Magic Numbers for Consumer Marketing fills a real need in the marketplace for a concise, readily accessible reference book on consumer marketing metrics. John Davis has gathered, in one place, all the key numbers consumer marketers — not to mention their CEOs and CFOs — should be familiar with and should be using in evaluating their product and market strategies. What I really like about the book is that, through the various examples in each of the sections, a reader gets valuable perspective on how to use each metric. This book belongs on every marketers and general manager’s bookshelf.”
— Milind M Lele, Managing Director, SLC Consultants, Inc., Adjunct Professor, Graduate School of Business, University of Chicago
"In an environment that increasingly demands quantitative rationales, Magic Numbers for Consumer Marketing provides a comprehensive definition of measures, how to calculate them and where to find the data. However, the real value of this book is John′s ability to explain with great clarity and relevant anecdotes and cases how to use the numbers and what they mean. This is an excellent reference – a ′must′ for both marketing students and practitioners."
— Matthew de Villiers, CEO and Managing Director, FutureBrand Asia Pacific
" Magic Numbers on Consumer Marketing is a must–have reference book for marketers. Not only has it successfully organized the complex economics of marketing into a set of key formulas but it is also a great tool to develop one′s business acumen. It will help marketers develop their business wisdom allowing them to make a better transition towards CEO positions".
— Professor Jean–Claude Larreche, Alfred H.Heineken Chair, INSEAD
"John Davis is one of the most original and thoughtful observers of brand and marketing strategy today. Everyone who wants to improve or to understand better the world of measuring marketing should—indeed must––read this book. His ideas will change how you view the marketing metrics landscape in a most positive way."
— Lynn Kahle, James Warsaw Professor, Lundquist College of Business, University of Oregon
