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. 作者簡介：John Davis is Chairman of Brand New View， a brand strategy firm.He also teaches at Singapore Management University. He has been a featured speaker at numerous conferences around the world and has been interviewed by media in both Asia and the United States for his views on branding and marketing strategy.He has spent more than 20 years in business as both an entrepreneur and marketing executive， having launched two award-winning companies and led marketing teams at Nike， Informix and Transamerica.He was born in the San Francisco Bay Area， earning his undergraduate degree in Political Science from Stanford University and his MBA from Columbia University.John， his wife Barbara， their 3 children， Katie， Chris and Bridget， and their dog 'Grinner' live in Singapore.
作者簡介
暫缺《消費(fèi)者營銷的神奇數(shù)字》作者簡介
圖書目錄
Introduction PART ONE: MAGIC NUMBERS FOR UNDERSTANDING A MARKET 1 Market size 2 Market Growth 3 Market Coverage 4 Market Share 5 Market Penetration 6 Market-Share Index 7 Market-Share Potential 8 Market-Share Development Performance 9 Market Demand 10 Future Demand PART TWO: MAGIC NUMBERS FOR UNDERSTANDING YOUR COMPANY 11 Revenue 12 Gross Profit 13 Net Profit 14 Profit Impact 15 Earnings-Based Value 16 Return on Sales 17 Return on Assets 18 Return on Equity 19 Brand-Value Frameworks 20 Brand Equity 21 Brand-Name Premium 22 Recall 23 Recognition 24 Brand-Culture Framework PART THREE: MAGIC NUMBERS FOR UNDERSTANDING CUSTOMERS 25 Segment Profitability 26 Loyalty Framework 27 New-Product Purchase Rate 28 Share of Customer 29 Customer Investment 30 Customer-Acquisition Costs 31 Customer Break-Even Analysis 32 Lifetime Value of Customer (LTVC) PART FOUR: MAGIC NUMBERS FOR UNDERSTANDING MARKETING Princing Measures 33 Price 34 Premiums 35 Marketing ROI (floor price) 36 Mark-up Price 37 Target-Return Price 38 Pricing Frameworks Advertising Measures 39 Share of Voice 40 Advertising-to Sales Ratio 41 Reach 42 Frequency 43 Gross Rating Points 44 Cost Per Gross Rating Point 45 Click-Through Rates 46 Profit Per Campaign Retail Marketing Measures 47 Turnover 48 Gross Margin Return on Inventory Investment 49 Sales Per Square Foot 50 Sales/Profit Per Employee 51 Average Transaction Size 52 Average Items Per Transaction 53 Retailer's Margin Percentage Direct Marketing Measures 54 Response Rate 55 Conversion Rate 56 Direct-Mail Revenue Goals 57 Direct-Mail Profit Goals 58 Direct-Mail Gross Profit 59 Direct-Mail Net Profit 60 Direct-Mail ROI Market Research Measures 61 Market Research Budget Supplement: Using the Magic Numbers in a Marketing Plan Appendix: Finding the Information Index
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