Description
Product ID: | 9780749468972 |
Product Form: | Paperback / softback |
Country of Manufacture: | GB |
Title: | Marketing Value Metrics |
Subtitle: | A New Metrics Model to Measure Marketing Effectiveness |
Authors: | Author: Malcolm McDonald, Stan Maklan, Peter Mouncey |
Page Count: | 328 |
Subjects: | Sales and marketing, Sales & marketing |
Description: | Select Guide Rating Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management. 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. |
Imprint Name: | Kogan Page Ltd |
Publisher Name: | Kogan Page Ltd |
Country of Publication: | GB |
Publishing Date: | 2014-10-03 |