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- DescriptionThe second edition of Marketing Accountability w called Marketing Value Metrics introduces and guides readers through a metrics model that shows t only how marketing systematically contributes to shareholder value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.
- Author BiographyProfessor Malcolm McDonald is Emeritus Professor of Marketing at Cranfield School of Management, having formerly been the Marketing Director of Canada Dry. Peter Mouncey has over 40 years' experience in the field of marketing, and is a Visiting Fellow of Cranfield School of Management. He is also the Editor-in-Chief of the Market Research Society's International Journal of Market Research. Stan Maklan is Reader in Strategic Marketing at Cranfield University. In addition he is an experienced marketer and consultant.
- Author(s)Malcolm McDonald,Peter Mouncey,Stan Maklan
- PublisherKogan Page Ltd
- Date of Publication03/10/2014
- SubjectSales & Marketing
- Place of PublicationLondon
- Country of PublicationUnited Kingdom
- ImprintKogan Page Ltd
- Content Noteblack & white illustrations
- Weight511 g
- Width170 mm
- Height240 mm
- Spine20 mm
- Format DetailsTrade paperback (US)
- Edition Statement2nd Revised edition
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