John has written articles for Harvard Business Review online, Dialogue Review, the International Journal of Advertising (peer-reviewed), and business periodicals.

Best Selling Books

His books, focused around brand leadership and marketing measurement, are the result of extensive research and workshops with dozens of organizations each year. His latest book, Measuring Marketing: 100+ Essential Metrics Every Marketer Needs  3rd Edition, is now available.

Competitive Success:

How Branding Adds Value

Competitive Success provides detailed guidance for companies seeking to build successful brands, gain substantial competitive advantage, and growth in both perceptive and financial value. The book features John’s brand value framework, based on his ongoing research, supported by dozens of case studies of top performing niche, regional and global brands.


The Brand Leadership Series focuses on the best practices of the world’s leading brands in both sports and non-sports industries.


The Marketing Measurement Series is dedicated to helping CEOs, marketing leaders, and general managers more effectively measure their respective marketing and sales activities. 

The Olympic Games Effect:

How Sports Marketing Builds Strong Brands (2nd edition)

The Olympic Games Effect, offers compelling evidence of the benefits and risks of sponsoring the Olympic Games, revealing unique insights into how companies can positively transform their businesses through sports marketing.

Sports Marketing

Creating Long-Term Value

Sports Marketing, is co-authored with Jessica Zutz Hilbert. The book examines the global sports industry, with new original case studies, providing the latest insights on the sports industry and its benefits to companies seeking to build successful brands.


The Market Oriented University

Transforming Higher Education

The next decade will be transformative for the higher education sector. Government funding is decreasing. Disruptive innovations are challenging traditional forms of learning and in many cases are viewed as better alternatives to traditional learning in the classroom. Competition from private educational providers is increasing. In short, universities around the world are facing a perfect storm. If universities are to avoid closures or mergers, they will need to adopt a market-oriented approach.

...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..

Howard Hunter, President Emeritus, Singapore Management University

...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.

Christopher Adam, Professor of Finance, Associate Dean-UNSW

...a refreshing interpretation from a market-oriented view...

Jin Han, Professor of Marketing, Singapore Management University


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

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

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, CEO, Harris Corporation; Former President, UTC Fire & Security

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).

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

“One of the Best Marketing Books” of 2012

Expert Marketer Magazine

Magic Numbers for Sales Management

Sales is one of the most challenging professions. Magic Numbers for Sales Management helps senior management and sales professionals measure key sales activities. It is the ideal resource for top performers in every company.

Magic Numbers for Consumer Marketing

Magic Numbers for Consumer Marketing provides key marketing measures for consumer-oriented companies. It is an excellent resource for busy consumer marketers.

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Measuring Marketing:

100+ Essential Metrics Every Marketing Needs (3rd Edition)

The 3rd Edition of this popular marketing resource continues to provide valuable insights with the addition of new metrics that show marketers how they can measure their marketing investments. CEOs, CFOs and C-Suite leaders, as well as marketing managers, will gain significant value from treasure trove of marketing information found within.

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Marketing oftentimes 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 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

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 more forward looking tool for change.

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

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 & CMO should use.

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

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 prove the theories and ensure application to today’s marketing organisations and companies.

Steve Leonard, CEO, SGInnovate, Singapore

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

Measuring Marketing:

100+ Essential Metrics Every Marketing Needs (3rd Edition)

See above for details.

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