Marketing Value Metrics
The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only 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. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also 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.A New Metrics Model to Measure Marketing Effectiveness Malcolm McDonald, Peter Mouncey, Stan Maklan ... Another example of the use of control groups to evaluate the success of a whole programme is General Motorsa#39; a#39;Dialoguea#39;anbsp;...
| Title | : | Marketing Value Metrics |
| Author | : | Malcolm McDonald, Peter Mouncey, Stan Maklan |
| Publisher | : | Kogan Page Publishers - 2014-10-03 |
You must register with us as either a Registered User before you can Download this Book. You'll be greeted by a simple sign-up page.
Once you have finished the sign-up process, you will be redirected to your download Book page.
How it works:- 1. Register a free 1 month Trial Account.
- 2. Download as many books as you like (Personal use)
- 3. Cancel the membership at any time if not satisfied.
