Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness

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9780749468972: Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness

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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About the Author:

Professor Malcolm McDonald enjoys a global reputation as an 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 Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning.

Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.

Stan Maklan is an experienced academic, marketer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies. He is a Senior Lecturer in Strategic Marketing at Cranfield University.

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"Of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits." (Charles Franklin Small Business Trends)

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Malcolm McDonald, Peter Mouncey, Stan Maklan
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Book Description Kogan Page Ltd, United Kingdom, 2014. Paperback. Book Condition: New. 2nd Revised edition. Language: English . Brand New Book. This second edition of Marketing Accountability, now called Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition 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. Bookseller Inventory # AA99780749468972

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Malcolm McDonald, Peter Mouncey, Stan Maklan
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Book Description Kogan Page Ltd, United Kingdom, 2014. Paperback. Book Condition: New. 2nd Revised edition. Language: English . Brand New Book. This second edition of Marketing Accountability, now called Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition 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. Bookseller Inventory # AA99780749468972

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Book Description Kogan Page, 2014. Book Condition: New. Introduces and guides readers through a metrics model that shows how marketing systematically contributes to shareholder value and also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. Num Pages: 328 pages, black & white illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 241 x 170 x 19. Weight in Grams: 576. . 2014. 2nd Edition. Paperback. . . . . . Bookseller Inventory # V9780749468972

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