Magic Numbers for Consumer Marketing helps marketers and non-marketers alike recognize the best measures to use when assessing the performance of marketing programs. It specifically describes key marketing measures commonly used in business, provides examples and illustrations, and describes the risks of relying too heavily on particular formulas to the exclusion of other business inputs. Marketers and brand managers will find handy, helpful tools for measuring their performance, and readers confused and confounded by modern marketing will learn that good marketing is far simpler than they thought.
