Marketing Accountability

Name: Marketing Accountability
Brand: KOGAN PAGE LIMITED
SKU: 400341
Price: 42.72 EUR
Availability: InStock

MALCOLM MCDONALD

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42,72 €

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42,72 €

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ISBN

9780749453862

Mladinska knjiga ID

400341

Leto izida

2009

Datum izida

30.06.2009

Velikost (šxdxv)

150 × 200 × 10

Status dobavljivosti

Na zalogi pri dobavitelju

Jezik

ANG

Založnik

KOGAN PAGE LIMITED

Avtor

MALCOLM MCDONALD

Opis

How to Measure Marketing EffectivenessInvestigates various aspects of marketing accountability including strategic marketing planning and marketing due diligence. This book introduces a marketing metrics model that helps marketing directors align marketing activities with corporate strategy.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 senior marketing professional. Based on seven year's 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. "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.