Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
(Sprache: Englisch)
No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today.Marketing Accountability by Malcolm McDonald and Peter Mouncey...
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No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today.
Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.
Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.
Autoren-Porträt von Malcolm McDonald, Peter Mouncey
Malcolm McDonald, Peter Mouncey
Bibliographische Angaben
- Autoren: Malcolm McDonald , Peter Mouncey
- 2011, 293 Seiten, Maße: 17,1 x 23,9 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749462639
- ISBN-13: 9780749462635
Sprache:
Englisch
Rezension zu „Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness “
"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com
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