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" Marketing accountability : "
Malcolm McDonald and Peter Mouncey
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BL
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| Record Number
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703988
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| Doc. No
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b526177
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| Main Entry
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McDonald, Malcolm
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| Title & Author
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Marketing accountability : : how to measure marketing effectiveness /\ Malcolm McDonald and Peter Mouncey
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2009
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| Page. NO
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viii, 293 pages :: illustrations (some color), ;; 25 cm
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| ISBN
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0749453869
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: 9780749453862
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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It's tough at the top - CEOs are finally demanding accountability for marketing expenditure -- Strategic marketing planning - a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing 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 -- Measuring the effectiveness of multichannel strategies -- Valuing brands -- Appendix: Econometrics
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| Subject
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Marketing-- Cost effectiveness
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| Subject
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Marketing-- Management
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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 2009
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| Added Entry
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Mouncey, Peter
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