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Item Details
Title: MARKETING VALUE METRICS
A NEW METRICS MODEL TO MEASURE MARKETING EFFECTIVENESS
By: Malcolm McDonald, Peter Mouncey, Stan Maklan
Format: Paperback

List price: £28.99
Our price: £26.09
Discount:
10% off
You save: £2.90
ISBN 10: 0749468971
ISBN 13: 9780749468972
Availability: Usually dispatched within 3-5 days.
 Delivery rates
Stock: Currently 1item in stock
Publisher: KOGAN PAGE LTD
Pub. date: 3 October, 2014
Edition: 2nd Revised edition
Pages: 328
Description: Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.
Synopsis: 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.
Publication: UK
Imprint: Kogan Page Ltd
Returns: Non-returnable
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