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" Marketing value metrics : "
Malcolm McDonald, Peter Mouncey, Stan Maklan.
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BL
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| Record Number
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584880
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| Doc. No
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b414099
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| Uniform Title
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Marketing accountability
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| Main Entry
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McDonald, Malcolm.
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| Title & Author
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Marketing value metrics : : a new metrics model to measure marketing effectiveness /\ Malcolm McDonald, Peter Mouncey, Stan Maklan.
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| Edition Statement
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[Second edition].
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| Page. NO
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viii, 317 pages :: illustrations ;; 24 cm
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| ISBN
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9780749468972 (paperback)
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: 0749468971 (paperback)
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9780749468989 (ebook)
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: 074946898X (ebook)
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: 9780749468989 (ebook)
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| Notes
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Revision of the authors' Marketing accountability.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction -- Strategic marketing planning - a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing value metrics model and process -- Segmentation - the basic building block for markets -- How to become the first choice for the customers you want -- Turning strategy into action, and measuring outcomes -- Delivering accountability - finalizing the metrics strategy -- Why data quality can make or break accountability -- Assessing the effectiveness of customer strategies / Stan Maklan and Hugh Wilson -- Social media: metrics and measurement / Robert Stratton -- Assessing the value of market assets / David Haigh and Stan Maklan -- Appendixes: 1. Ecometrics -- 2. Seven important business questions marketers need to know the answers to.
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| Abstract
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"It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in Marketing Accountability written the same authors, Marketing Value Metrics is fully up-to-date to include analytics pertinent for today's marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.Marketing Value Metrics enables senior executives to effectively measure the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--
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"The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--
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| Subject
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Marketing-- Management.
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| Subject
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Marketing-- Cost effectiveness.
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| Dewey Classification
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658.80072
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| LC Classification
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HF5415.13.M369159 2014
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| Added Entry
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Mouncey, Peter.
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Maklan, Stan.
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