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Measuring Marketing-

The 100+ Essential Metrics Every Marketer Needs

“Marketing often times is the key factor that differentiates a truly great company from a mediocre one. Marketing fundamentals and metrics are often misunderstood and misinterpreted. John's book provides a clear, straight forward methodology for calculating the value of marketing. The approach outlined in this book should lead to better decision making and ultimately enhanced bottom line results.”

-Cynthia Carroll, Global Business Leader, Former CEO of Anglo American

“John Davis is a recognized expert in the field of marketing science. Measuring Marketing combines advances in the academic analysis of quantifying marketing impact together with deep industry insights to ensure…application to today’s marketing organisations and companies.”

-Steve Leonard, CEO, SGInnovate, Singapore

“This book is a go-to resource for marketers looking to better measure the effectiveness of their efforts. The depth of information and approaches it provides helps professionals go beyond the ‘usual suspects’ we use for metrics, and challenges us to explore new methods for determining how well we’re performing. Even better, many of the techniques shift our view of measurement from being a passive reporting tool to using it to be a more forward-looking tool for change.”

-Lisa Bodell, CEO, futurethink; Author, Why Simple Wins

“There is a quote, attributed to Albert Einstein: "Not everything that can be counted counts, and not everything that counts can be counted." In this book of marketing metrics, John Davis provides a brilliant insight into the metrics that do count in marketing. Each metric is explained succinctly so that marketing managers can understand and apply them to their business in a practical way. In a world of disruptive technology and fast changing consumer preferences, knowing what should be measured and how it should be measured is critical. This book should be compulsory reading for all marketing managers who want to stay ahead of the competition.”

-Professor Mark Farrell, Head, Graduate School of Business and Law, RMIT University, Australia

Creating sustainable value is crucial for today’s companies, and marketing plays a central role in this effort. With so many tools available, from traditional to digital and social media, as well as sophisticated sales organizations and new distribution channels, measuring performance can get quite complicated. John Davis’s book, Measuring Marketing, is the perfect solution, offering clear descriptions and examples of how to measure the value contributed by the various marketing investments. Measuring Marketing is an excellent resource that every marketer and CMO should use.”

-Hari Nair, Group Chief Strategy & Innovation Officer, Sime Darby, Kuala Lumpur Malaysia

“John has delivered a comprehensive, end to end view of how to measure and create value.  His expertise and approach is increasingly critical for any business to remain competitive.”

-Thomas McCabe, Chief Country Officer-USA, DBS Bank

“One variation of a managerial maxim goes that you can’t manage what you can’t count. John Davis has provided a cartograph of just how to do this. This book sits as comfortably on the aisle of financial analysis books as it does on the aisle of marketing books.”

-Pakpoom Vallisuta, Chairman of The Quant Group; Board member of The Board of Visitors, Fuqua School of Business, Duke University

The Market Oriented University -

Transforming Higher Education

“Most universities around the world are substantial enterprises involved in stiff competition for students, staff and resources. The leaders of universities are not in charge of quiet, cloistered ivory towers separated from the larger world. To the contrary, they are major participants in the economics and culture of their regions, and, often, in a number of international undertakings. Professors Davis and Farrell argue that university leaders should recognize these realities and then provide roadmaps for confronting marketplace realities successfully. This is not another book that says ''universities should be run like businesses.'' The authors are experienced enough to understand that the long term purposes of universities are different from those of a typical for profit corporation. But they recognize that universities can, and should, adopt behaviours that will maximize their abilities to compete successfully to attract students, to recruit and retain competent faculty and support staff, and to obtain financial support from both public and private sources. Being oriented to the ''market'' is simple common sense. The outline of issues and possible responses to those issues should be required reading anyone with leadership responsibilities within a modern university.”

-Howard Hunter, Professor of Law & Former President, Singapore Management University

“The Market Oriented University provides a truly insightful look into the agents of change across the university systems. By offering a refreshing interpretation from a market-oriented view, John Davis and Mark Farrell make a compelling case for the reader to reassess the fundamental purpose of universities. This book is a must-read for all stakeholders of the educational system - administrators, faculty, students, parents, tax-payers, and policy-makers alike.' 

-Jin K. Han, Professor of Marketing, Singapore Management University

This volume provides the reader with a clear and careful analysis of how universities may become market-oriented, as opposed to being marketing-oriented. More than writing either a simple history of university behaviors or a 'to do' list - whilst addressing both issues - Davis and Farrell offer a fascinating and persuasive reflection on how universities and their markets have been evolving into the 21st century world of increasingly vigorous competition, rapidly changing technology, and dwindling government financial support. The book draws on the authors' deep understanding and knowledge of the tertiary sector and marketing strategy, making its reading vital for all university managers and academics.”

-Christopher Adam, Professor Emeritus, UNSW Australia




Sports Marketing-

Creating Long Term Value

“This delightful book provides the strategic and thoughtful guidance to succeed in the increasingly important field of sports marketing. Everyone from beginner to seasoned pro should appreciate the fresh, well-written approach to organizing essential knowledge on sports marketing, especially the global perspective and the vivid cases.”

-Lynn R. Kahle, Professor of Marketing, University of Oregon 

“After reading this text by Davis and Hilbert, students will be knowledgeable about and better equipped in implementing marketing concepts and action plans in the international sport industry. With its global orientation, Sports Marketing uses an international approach to help students understand sport marketing fundamentals, benefits, measures, analyses, approaches, tactical activities, and action-oriented strategies. Students will find the detailed chapter case studies from around the world quite useful in applying the material covered in the chapters.”

-Paul M. Pedersen, Indiana University


The Olympic Games Effect-

How Sports Marketing Creates Strong Brands

“John Davis' book, The Olympic Games Effect, made a key contribution to understanding the economics of the Olympics, marketing of the Olympics, and the Olympic Games as a brand. The second edition of this important and readable volume offers new case studies and insights on social media. It should be required reading for corporate marketers tied to sport."

-Glenn Hubbard, Dean and Russell L. Carson Professor of Finance and Economics, Columbia Business School 

"The sponsorship of the Olympics has been a critical part of the marketing success of many global companies including Samsung. As South Korea prepares for the 2018 PyeongChang Winter Olympics Samsung and scores of potential sponsors will be debating the right strategy on how to leverage those Games to help communicate their brands. Worry no more as John Davis' The Olympic Games Effect will become the key 'go to' resource for these companies."

-Dae Ryun Chang, Professor of Marketing, Yonsei University-Paul M. Pedersen, Indiana University

"Olympic marketing is fundamentally different from what is taught in traditional marketing texts, which is why this book is such a welcome addition to marketing knowledge. This edition contains updates with new observations from the Beijing and Vancouver Olympics. It explores the significance of the latest shifts in marketing derived from such trends as the rise in social media."

-Lynn Kahle, Giustina Professor and Head, Dept. of Marketing, Lundquist College of Business, University of Oregon 

"As a fellow International Olympic Academy faculty member and professor of sport management, I can write that John Davis' book should stand as a required companion piece to Dick Pound's Inside the Olympics in helping a very wide population grasp the Olympic Games' magnitude and global importance. The Olympic Games Effect is well written, thoroughly researched, and greatly adds to the canon of Olympic literature. It is heroic, like a true Olympian, in its commitment and achievement."

-Rick Burton, David B. Falk Professor of Sport Management at Syracuse University and author of the historical thriller The Darkest Mission

"Just follow John Davis into the fascinating world of the Olympic Games and the enormous potentials they offer as a powerful global brand. Learn more about the opportunities and risks of Olympic sponsorship and how the pure idea and image of the Olympic Games create value for everyone involved."

-Professor Dr. Anton Meyer, Head of Marketing Department, Munich School of Management, LMU



Competitive Success-

How Branding Adds Value

Competitive Success How Marketing Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. The book proposes a new brand framework that advocates an integrated and holistic approach to brand management. It shows how brands can be regarded as an organization-spanning imperative involving the active co-ordination among marketing and non-marketing departments alike. The book presents a comprehensive review of the entire brand spectrum, including: brand strategy; implementation; customer/brand insight; resource allocation; and performance measurement.

  1. Emphasizes a practical application of the latest brand frameworks.

  2. Is based on research into more than 200 companies around the world and input from over a thousand senior managers in dozens of executive education programs.

  3. Includes a wide range of cases and relevant real world examples including B2C, B2B and SMEs.

  4. Intersperses common brand theory and practices within the proposed thematic framework, allowing readers to understand both traditional and more recent branding practices.

  5. Includes end of chapter problem solving scenarios to aid learning.

This book will be of interest to CEO’s, CMO’s, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking courses in branding or marketing communication.

Magic Numbers for Sales Management

The very few companies that have sustained above-average growth rates for long periods of time have institutionalized the fundamentals of world-class sales management. John Davis' new book, Magic Numbers for Sales Management, provides a comprehensive, formula-driven tutorial on the basic measures for all the many companies not in this exclusive club to drive sales performance. It is a must-have, simple-to-read reference book for any busy executive - from sales manger to CEO.

-William M. Brown, Chairman, President, CEO Harris Corporation

“Talk is Cheap. Nowhere is this truer than in sales management. John Davis's new book takes the "Talk" out of sales and adds the "walk" by offering the reader an easy-to-follow guide to measuring sales success. This book can be used by salesmen and marketers alike to effectively plan, manage, and review sales-related strategies. It should be required reading for all sales mangers everywhere. “

-Dae Ryun Chang, Professor of Marketing, Yonsei University

“Magic Numbers for Sales Management is an enabling simple arithmetic for sales management practitioners. It provides a comprehensive reference for measuring the complex economics of sales into a set of key formulas that are easy to understand and apply. It will help anybody in sales to develop their strategies in today's demanding environment.”

-Paul Yao, Chief Executive Officer, Intertek Testing Services Hong Kong Limited

“It was Einstein who said "not everything that counts can be counted, and not everything that can be counted counts." John Davis provides insights on how to count things that do count in sales management.”

-Rajendra Srivastava, Roberto C. Goizueta Chair in e-Commerce and Marketing, Director, Zyman Institute of Brand Science (ZIBS)


Magic Numbers for Consumer Marketing

Key Measures to Evaluate Marketing Success

"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, Adj. 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