Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success Review

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Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success ReviewIf what gets measured, gets managed, this book serves a very useful purpose. Managers, students interested in marketing and potential converts to marketing could do well to read this book. It provides a list of metrics that are very relevant for any number of marketing specific actions. In the process, it helps marketers to be more accountable and transperant and moves the field from the realm of "faith" to one of facts. It covers the whole spectrum from really basic measures to more challenging ones such as lifetime customer value and from product oriented measures to service (retail) to database metrics. Practical guidelines of the relvance of the measure to a context, plus "how-to" guidance are provided. Another key strength of the book is that pitfalls of the measures are discussed as well. This is especially critical, because measurement could lead to unintended consequences. Moreover, companies sometimes face the "the tail wagging the dog" situation with measures managing executives.Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success Overview

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