Books take time to write, a long time. But the time invested affords a deeper exploration of big questions like: How do businesses define and create sustained value? Why is branding critical to business success? What role do sports play in making business better? What must universities worldwide do to thrive in the 21st century? How do you measure marketing? As a best-selling author John has written ten acclaimed books on brand marketing and strategy (his next two books are in the works), bringing a refreshingly unique perspective on what businesses must do to create positive impact in the 21st century.
This timely book urges focuses on how universities need to reinvent themselves in order to stay relevant. Striking a difference between market-oriented and marketing, the authors provide various examples of institutions around the world that are making efforts to reposition themselves.
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, Former President-Singapore Management University; Professor of Law and Dean Emeritus School of Law-Emory University
John Davis’ book, The Olympic Games Effect, makes 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 Emeritus, Russell L. Carson Professor of Finance and Economics, Columbia Business School
This is a book which I’ll certainly make sure all my marketing colleagues carry at all times…John Davis’s book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry, should select his or her own key metrics from the book to create a personalized, dynamic and balanced framework for measuring his or her own work. A must-have for all marketers!
Ho Kwon Ping,
Banyan Tree Group
Explains how companies can realize substantial competitive advantages and gains in financial and perceptive value by developing a brand-centric philosophy. Dozens of cases and examples from around the world give business leaders a rich trove of insights they can readily apply.
Offers fascinating sports marketing and branding insights into the promotion of the Olympic Games and their unique attraction for TOP sponsors (The Olympic Partners). Invaluable lessons that any organization can use to determine their own sports sponsorship opportunity.
John Davis’ book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book.
George Foster, The Konosuke Matsushita Professor of Management
Director of the Executive Program for Growing Companies; Director, Sports Management Initiative
Stanford University Graduate School of Business
Every CEO has the responsibility of ensuring their company’s brand is positively promoted and protected, and effective marketing plays a big part. However, the CEO is frequently asking ‘is the money we are spending making a difference?’ The question of ‘should the company invest more, or less, on marketing’ is impossible to answer unless there are specific and tangible marketing metrics that can be measured. Knowing what and how to measure marketing in a data-driven way has been difficult, but John Davis has built on his many years of marketing experience, in both the business and academic worlds, to craft a proven methodology. Now, in this updated edition, John takes his research further to offer new insights and answers to ‘how can we be sure our marketing investment is driving the results we want?’
Steven Leonard, CEO-Singularity; Former CEO of SGInnovate; Past President, EMC Asia Pacific/ Japan, EMC Corporation
Describes key marketing measures commonly used in consumer marketing. Designed to help marketers and non-marketers alike identify and apply the right measures for assessing the performance of marketing programs.
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, MEA (Modern Elder Academy; Founder and CEO of Joie de Vivre Hotels.
Sports Marketing explores the latest sports marketing business practices, helping marketers make effective management and marketing investment decisions. It is a superb, comprehensive explanation and application of marketing practices tied to sport.
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 Emeritus of Marketing, Academic Director AIM, University of Oregon
The demands of today’s globalized business world have led to the development of sophisticated methods for quantifying marketing success. Written for marketing managers accountable for growth-driven activities that must yield measurable results and for senior executives who need a clear understanding of the impact of their marketing investments.
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
A ready-reference for sales and marketing professionals who seek clear descriptions of the most important sales metrics and formulas to help them assess sales planning, selling and execution, and post-sales review phases of the customer relationship.
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 manager to CEO. William M. Brown, CEO & Chairman of L3Harris Technologies; former President, UTC Fire & Security
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