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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

by Malcolm Mc Donald (Author)

  • Used

    Paperback 2011

    $5.69
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 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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More Information

Format: Paperback
 Pages: 304
 Edition: Reprint
 Publisher: Kogan Page
Published: 03 Jan 2011
ISBN 10: 0749462639
ISBN 13: 9780749462635
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
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
Author Bio
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at CranfieldUniversity, he is 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 and Malcolm McDonald on Marketing Planning (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.