ISBN 10: 0749468971 / ISBN 13: 9780749468972
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This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. Summary: Measuring the impact of marketing activities and expenditures has long been overdue - open the pages . and find the answers. Buchnummer des Verkäufers

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It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in Marketing Accountability written the same authors, Marketing Value Metrics is fully up-to-date to include analytics pertinent for today’s marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.

Marketing Value Metrics enables senior executives to effectively measure 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.

About the Author:

Professor Malcolm McDonald enjoys a global reputation as an authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world’s leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning.

Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.

Stan Maklan is an experienced academic, marketer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies. He is a Senior Lecturer in Strategic Marketing at Cranfield University.

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Buchbeschreibung Paperback. Buchzustand: Fine. Buchnummer des Verkäufers GOR008417009

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Buchbeschreibung Kogan Page. Brand NEW! Paperback. Buchnummer des Verkäufers 432016

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Buchbeschreibung Kogan Page Ltd, 2014. PAP. Buchzustand: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Buchnummer des Verkäufers F6-9780749468972

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Buchbeschreibung Kogan Page 2014-10-03, London, 2014. paperback. Buchzustand: New. Buchnummer des Verkäufers 9780749468972

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Buchbeschreibung Kogan Page Ltd, United Kingdom, 2014. Paperback. Buchzustand: New. 2nd Revised edition. Language: English . Brand New Book. 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. Buchnummer des Verkäufers AA99780749468972

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Buchbeschreibung Kogan Page Ltd. Paperback. Buchzustand: new. BRAND NEW, Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness (2nd Revised edition), Malcolm McDonald, Peter Mouncey, Stan Maklan, The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only 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. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also 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. Buchnummer des Verkäufers B9780749468972

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Buchbeschreibung Paperback. Buchzustand: New. This item is printed on demand. Item doesn't include CD/DVD. Buchnummer des Verkäufers 7720296

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Buchbeschreibung Kogan Page Ltd, United Kingdom, 2014. Paperback. Buchzustand: New. 2nd Revised edition. Language: English . Brand New Book. 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. Buchnummer des Verkäufers AA99780749468972

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Buchbeschreibung Kogan Page 1, United Kingdom. Trade Paperback. Buchzustand: New. TRADE PAPERBACK Legendary independent bookstore online since 1994. Reliable customer service and no-hassle return policy. Business>Human Resource Management. Book: NEW, New. Bookseller Inventory # 64978074946897200. Buchnummer des Verkäufers 64978074946897200

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Buchbeschreibung Buchzustand: New. Depending on your location, this item may ship from the US or UK. Buchnummer des Verkäufers 97807494689720000000

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