Marketing Value Metrics
A New Metrics Model to Measure Marketing Effectiveness
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Marketing Value Metrics “
01 Introduction
1.1 Cheerleaders for the demise of the strategic marketing function
1.2 More than a sum of its parts
1.3 Assessing the right things for the future
1.4 A new perspective on the accountability of marketing
1.5 The structure of this book
References
Autoren-Porträt von Malcolm McDonald, Peter Mouncey, Stan Maklan
Martin Newman is founder and chairman of a global e-commerce and multi-channel consultancy, Practicology, and a non-executive director for White Stuff. He has headed up multichannel operations for brands including Burberry, Ted Baker and Harrods. He is a global thought leader and advisor to the boards of numerous international brands. Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.
Bibliographische Angaben
- Autoren: Malcolm McDonald , Peter Mouncey , Stan Maklan
- 328 Seiten, Maße: 17 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749468971
- ISBN-13: 9780749468972
- Erscheinungsdatum: 01.10.2014
Sprache:
Englisch
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