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Marketing Metrics: How to Create Accountable Marketing Plans that Really Work

Marketing Metrics: How to Create Accountable Marketing Plans that Really Work

by JohnDavis (Author)

  • Used

    Paperback 2006

    $5.80
Synopsis

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing's many stakeholders to be accountable for its strategies and activities.

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More Information

Format: Paperback
 Pages: 440
 Publisher: John Wiley & Sons
Published: 14 Nov 2006
ISBN 10: 0470821329
ISBN 13: 9780470821329

Author Bio
John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company. John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica. He earned his MBA from Columbia University and his BA from Stanford University.