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CAIRO BOOKS's Description
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.