Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.
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.
Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers
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
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.
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