Marketing Value Metrics

A New Metrics Model to Measure Marketing Effectiveness

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Marketing Value Metrics by Malcolm McDonald, Peter Mouncey, Stan Maklan Dr, Kogan Page
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Author: Malcolm McDonald, Peter Mouncey, Stan Maklan Dr ISBN: 9780749468989
Publisher: Kogan Page Publication: October 3, 2014
Imprint: Kogan Page Language: English
Author: Malcolm McDonald, Peter Mouncey, Stan Maklan Dr
ISBN: 9780749468989
Publisher: Kogan Page
Publication: October 3, 2014
Imprint: Kogan Page
Language: English

This second edition of Marketing Accountability, now transformed to Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice.

Updated throughout, this new edition 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This second edition of Marketing Accountability, now transformed to Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice.

Updated throughout, this new edition 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.

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