Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness - Softcover
Críticas
"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com "Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --Choice
Reseña del editor
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.
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- VerlagKogan Page
- Erscheinungsdatum2011
- ISBN 10 0749462639
- ISBN 13 9780749462635
- EinbandTapa blanda
- Auflage1
- Anzahl der Seiten304
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Marketing Accountability : A New Metrics Model to Measure Marketing Effectiveness
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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
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