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

McDonald; Maklan; Mouncey

Softcover

ISBN 10: 0749468971 ISBN 13: 9780749468972

Verlag: Kogan Page, 2014

Über diesen Titel

Críticas:

"Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers" (Philip Kotler)

"All marketers at all levels will benefit from this truly managerial view of how marketing relates to, and becomes a critical element in, the operation of any business" (Don Schultz, Professor of Integrated Marketing Communications, Northwestern University, USA)

"The book... will be of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits." (Charles Franklin for Small Business Trends 2015-07-04)

Reseña del editor:

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.

Über diese Auflage

• Verlag: Kogan Page
• Erscheinungsdatum: 2014
• ISBN 10: 0749468971
• ISBN 13: 9780749468972
• Einband: Tapa blanda
• Auflage: 2
• Anzahl der Seiten: 328