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Marketing Value Metrics : A New Metrics Model to Measure Marketing Effectiveness
by Malcolm McDonald and Peter Mouncey and Stan Maklan


Overview - This second edition of Marketing Accountability, now called 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.  Read more...

 
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Language: English

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More About Marketing Value Metrics by Malcolm McDonald; Peter Mouncey; Stan Maklan
 
 
 
Overview
This second edition of Marketing Accountability, now called 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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Details
  • ISBN: 9780749468989
  • Publisher: Kogan Page
  • Date: Oct 2014
 
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