Marketing Value Metrics

Book Name : Marketing Value Metrics_x000D_
A New Metrics Model to Measure Marketing Effectiveness

By by Malcolm McDonald, Stan Maklan, Peter Mouncey

Sub Title : A New Metrics Model to Measure Marketing Effectiveness

Written by : by Malcolm McDonald, Stan Maklan, Peter Mouncey

Subject Category : Economics

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about this book

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. Kogan Page; October 2014 ISBN 9780749468989 Read online, or download in secure PDF or secure EPUB format Title: Marketing Value Metrics Author: Malcolm McDonald; Stan Maklan; Peter Mouncey Imprint: Kogan Page Subject categories Economics > Commerce Business > Management Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences ISBNs 074946898X 9780749468972 9780749468989 About The Author 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.

About The authore

Professor Malcolm McDonald is Emeritus Professor of Marketing at Cranfield School of Management, having formerly been the Marketing Director of Canada Dry.

Related subjects

Economics - Commerce Business - Management Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences

ISBN

074946898X - 9780749468972 - 9780749468989

In The Press:

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Imprint

Kogan Page