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Marketing Accountability: How to Measure Marketing Effectiveness

Marketing Accountability: How to Measure Marketing Effectiveness

by Malcolm Mc Donald (Author), PeterMouncey (Author)

  • Used

    Hardcover 2009

    $3.32
Synopsis

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.

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More Information

Format: Hardcover
 Pages: 400
 Edition: 1
 Publisher: Kogan Page
Published: 03 May 2009
ISBN 10: 0749453869
ISBN 13: 9780749453862
Book Overview: Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure the impact of their marketing activities against corporate objectives, and help them to justify their actions.

Media Reviews
Measuring the impact of marketing activities and expenditures has been long overdue. CEOs and CFOs are losing their patience. But now they can open the pages of Malcolm McDonald and Peter Mounceys new book, Marketing Accountability, and find the answers. Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management, USA
Author Bio
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans: How to Prepare them; how to use them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers. Peter Mouncey is an experienced marketing professional who now works in marketing education and consultancy. A visiting Fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.