Marketing accountability : a new metrics model to measure marketing effectiveness

著者

• McDonald, Malcolm
• Mouncey, Peter

書誌事項

Marketing accountability : a new metrics model to measure marketing effectiveness

Malcolm McDonald, Peter Mouncey

Kogan Page, 2011, c2009

• : pbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB06990802
• ISBN:
  • 9780749462635
• LCCN: 2010031590
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: viii, 293 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.13
  • DC22 : 658.80072
• 件名:
  • LCSH : Marketing -- Management
  • LCSH : Marketing -- Cost effectiveness