Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness

Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness (Paperback)

By Malcolm Mc Donald , Peter Mouncey , Stan Maklan 
Publisher: Kogan Page
Edition: Paperback
Language: English
ISBN: 0749468971
EAN: 9780749468972
No. of Units: 1
No. of Pages: 328
Publish Date: 2014-10-28
Binding: Paperback
Ships to India.

Description

It's often said that people cannot manage what they cannot measure. "Marketing Value Metrics" shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in "Marketing Accountability" written the same authors, "Marketing Value Metrics" is fully up-to-date to include analytics pertinent for today's marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.

"Marketing Value Metrics" enables senior executives to effectively measure 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.

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Specification

Title: Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
Publisher: Kogan Page
Author: Malcolm Mc Donald , Peter Mouncey , Stan Maklan
Edition: Paperback
Language: English
ISBN: 0749468971
EAN: 9780749468972
No. of Units: 1
No. of Pages: 328
Publish Date: 2014-10-28
Binding: Paperback

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