Description
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.Author: Malcolm McDonald, Peter Mouncey, Stan Maklan
Publisher: Kogan Page
Published: 10/28/2014
Pages: 328
Binding Type: Paperback
Weight: 1.15lbs
Size: 9.61h x 6.69w x 0.69d
ISBN13: 9780749468972
ISBN10: 0749468971
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Management | General
About the Author
Professor Malcolm McDonald enjoys a global reputation as an authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning.
Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.
Stan Maklan is an experienced academic, marketer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies. He is a Senior Lecturer in Strategic Marketing at Cranfield University.