Davis, John A. Measuring Marketing 110+ Key Metrics Every Marketer Needs
2. Auflage Januar 2013 34,90 Euro 2013. 320 Seiten, Softcover - Praktikerbuch - ISBN 978-1-118-15374-1 - John Wiley & Sons
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Kurzbeschreibung A second edition of a popular marketing title, this book discusses the key metrics marketing managers need for measuring the performance of an organization's marketing investments. The new edition updates many of the metrics from the first book with new examples and adds new metrics for digital/social/online media. Readers will be able to apply the highly successful Magic Numbers format to the world of business, use financial formulas to evaluate the success of marketing campaigns, and make effective decisions on a wide range of issues, from market penetration rate to changing market conditions.
Aus dem Inhalt Acknowledgments xiii
Introduction xv
SECTION I CORPORATE FINANCIAL METRICS 1
CHAPTER 1 Revenue 3
CHAPTER 2 Gross Profit 5
CHAPTER 3 Value-to-Volume Ratio 7
CHAPTER 4 Net Profit 9
CHAPTER 5 Earnings-Based Value 13
CHAPTER 6 Return on Sales 17
CHAPTER 7 Return on Assets 19
CHAPTER 8 Return on Equity 21
SECTION II MARKETING PLANNING METRICS 25
CHAPTER 9 Market Share 27
CHAPTER 10 Relative Market Share 29
CHAPTER 11 Market Growth 31
CHAPTER 12 Market Demand 33
CHAPTER 13 Market Penetration 35
CHAPTER 14 Program/Non-Program Ratio 41
CHAPTER 15 Program/Payroll Ratio 43
CHAPTER 16 Causal Forecast 45
CHAPTER 17 Time-Series Analysis 49
SECTION III BRAND METRICS 55
CHAPTER 18 Brand Equity 57
CHAPTER 19 Brand Scorecards 61
CHAPTER 20 Brand Premium 65
CHAPTER 21 Brand Contribution and Review Analysis 71
SECTION IV CUSTOMER METRICS 75
CHAPTER 22 Net Sales Contribution 79
CHAPTER 23 Time-Driven Activity-Based Costing 81
CHAPTER 24 Segment Profitability 83
CHAPTER 25 Customer Profitability 87
CHAPTER 26 Share of Customer 89
CHAPTER 27 Return on CustomerSM 91
CHAPTER 28 New Customer Gains 93
CHAPTER 29 Customer Acquisition Costs 95
CHAPTER 30 Cost per Lead 99
CHAPTER 31 Retention Rate 103
CHAPTER 32 Churn Rate 107
CHAPTER 33 Customer Losses 109
CHAPTER 34 Consumer Franchise 111
CHAPTER 35 Customer Equity and Customer Lifetime Value (CLTV) 115
