Malcolm McDonald, Peter Mouncey
Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
Издательство: Kogan Page, 2011 г.
0749462639
Книгопечатная продукция
Объем: 304 стр.
One of the biggest issues facing marketers today is accountability for marketing expenditure. No CEO or CFO wants to hear that their marketing investment was a failed gamble.Marketing Accountability by Malcolm McDonald and Peter Mouncey is a breakthrough for marketing and important reading for marketing professionals. Based on seven years of research into global best practice in marketing, it investigates every aspect of this key topic including strategic marketing planning and marketing due diligence, before introducing a marketing metrics model that will help marketing directors align marketing activities with corporate strategy. Dozens of charts and tables illustrate the concepts in two-color print.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.
Посмотрите также...
Marketing Plans for Service Businesses, Second Edition : A Complete Guide
Book DescriptionMarketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating ......
RSS