Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness

McDonald, Malcolm; Mouncey, Peter; Maklan Dr, Stan

ISBN 10: 0749468971 / ISBN 13: 9780749468972

Editore: Kogan Page, 2014

Fast Free Shipping â Good condition. It may show normal signs of use, such as light writing, highlighting, or library markings, but all pages are intact and the book is fully readable. A solid, complete copy that's ready to enjoy. Codice articolo GWV.0749468971.G

Riassunto:

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.

Informazioni sull?autore:

Professor 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.

Dati bibliografici

Titolo: Marketing Value Metrics: A New Metrics Model...
Casa editrice: Kogan Page
Data di pubblicazione: 2014
Legatura: Brossura
Condizione: good
Edizione: seconda edizione