Malcolm McDonald

(Author)

Marketing Value Metrics: A New Metrics Model to Measure Marketing EffectivenessPaperback, 28 October 2014

Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
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Print Length
328 pages
Language
English
Publisher
Kogan Page
Date Published
28 Oct 2014
ISBN-10
0749468971
ISBN-13
9780749468972

Description

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.

Product Details

Authors:
Malcolm McDonaldPeter MounceyStan Maklan
Book Format:
Paperback
Country of Origin:
US
Date Published:
28 October 2014
Dimensions:
24.41 x 16.99 x 1.75 cm
ISBN-10:
0749468971
ISBN-13:
9780749468972
Language:
English
Location:
London
Pages:
328
Publisher:
Weight:
521.63 gm

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