Marketing Accountability - How to Measure Marketing Effectiveness

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Book Description Publication Date: January 3, 2011 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 commun...
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Book Description

Publication Date: January 3, 2011
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.
 

Editorial Reviews

Review

"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com
 
<DIV>"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --<B>getAbstract.com</B></DIV>
 
<DIV>"Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --<B>Choice</B></DIV>
 

About the Author


Professor Malcolm McDonald enjoys a global reputation as a leading 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 as well as more than 100 articles and papers. 

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.
 
 

Product Details

File Size: 4936 KB

  • Print Length: 304 pages
  • Publisher: Kogan Page; Reprint edition (January 3, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ISBN-13: 9780749457525
  • ASIN: B004QWZ5LC
  • Text-to-Speech: Enabled 
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #537,951 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

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