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.