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Marketing Value Metrics

Marketing Value Metrics

A New Metrics Model to Measure Marketing Effectiveness

Malcolm McDonald, Peter Mouncey, Stan Maklan

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Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.

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About the 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.

Table Of Contents

    • Chapter - 01: Introduction;
    • Chapter - 02: Strategic marketing planning – a brief overview;
    • Chapter - 03: A three-level marketing accountability framework;
    • Chapter - 04: A process of Marketing Due Diligence;
    • Chapter - 05: The Marketing Value Metrics model and process;
    • Chapter - 06: Segmentation – the basic building block for markets;
    • Chapter - 07: How to become the first choice for the customers you want;
    • Chapter - 08: Turning strategy into action, and measuring outcomes;
    • Chapter - 09: Delivering accountability – finalizing the metrics strategy;
    • Chapter - 10: Why data quality can make or break accountability;
    • Chapter - 11: Assessing the effectiveness of customer strategies – Stan Maklan and Hugh Wilson;
    • Chapter - 12: Social media: metrics and measurement – Robert Stratton;
    • Chapter - 13: Assessing the value of market assets – David Haigh and Stan Maklan


Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers
Philip Kotler

All marketers at all levels will benefit from this truly managerial view of how marketing relates to, and becomes a critical element in, the operation of any business
Don Schultz, Professor of Integrated Marketing Communications, Northwestern University, USA

The book... will be of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits.
Charles Franklin for Small Business Trends

Book Details

  • EAN: 9780749468972
  • Edition: 2
  • Published: 3rd October 2014
  • Paperback
  • Format: 240x170
  • 328 pages

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.

Malcolm McDonald

Peter Mouncey

Stan Maklan

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