Marketing Accountability: How to Measure Marketing Effectiveness - Couverture rigide

McDonald, Malcolm; Mouncey, Peter

Couverture rigide

ISBN 10 : 0749453869 ISBN 13 : 9780749453862

Editeur : Kogan Page Ltd, 2009

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.

A propos du livre

À propos des auteurs

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 0749453869
• ISBN 13: 9780749453862
• Reliure: Relié
• Nombre de pages: 400
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible