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

McDonald, Malcolm; Mouncey, Peter; Maklan, Stan

Verlag: Kogan Page, 2014
ISBN 10: 0749468971 / ISBN 13: 9780749468972
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Titel: Marketing Value Metrics: A New Metrics Model...

Verlag: Kogan Page

Erscheinungsdatum: 2014

Einband: Soft cover

Zustand: Used


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 ABE_book_usedgood_0749468971

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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.

Über den Autor:

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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