Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness (BOK)

Malcolm McDonald, Peter Mouncey

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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.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2011 Forfatter Malcolm McDonald, Peter Mouncey
Forlag
KOGAN PAGE
ISBN 9780749462635
Antall sider 304 Dimensjoner 17,2cm x 24cm x 1,7cm
Vekt 524 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing