Marketing value metrics : a new metrics model to measure marketing effectiveness
著者
書誌事項
Marketing value metrics : a new metrics model to measure marketing effectiveness
Kogan Page, 2014
[2nd ed.]
- タイトル別名
-
Marketing accountability
大学図書館所蔵 全3件
注記
"First published ... in 2009 by Kogan Page Limited as Marketing Accountability. Second edition published in 2014 as Marketing Value Metrics" -- T.p. verso
Includes bibliographical references and index
内容説明・目次
内容説明
This second edition of Marketing Accountability, now transformed to 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.
目次
- Chapter - 01: Introduction
- Chapter - 02: Strategic marketing planning - a brief overview
- Chapter - 03: A three-level marketing accountability framework
- Chapter - 04: A process of Marketing Due Diligence
- Chapter - 05: The Marketing Value Metrics model and process
- Chapter - 06: Segmentation - the basic building block for markets
- Chapter - 07: How to become the first choice for the customers you want
- Chapter - 08: Turning strategy into action, and measuring outcomes
- Chapter - 09: Delivering accountability - finalizing the metrics strategy
- Chapter - 10: Why data quality can make or break accountability
- Chapter - 11: Assessing the effectiveness of customer strategies - Stan Maklan and Hugh Wilson
- Chapter - 12: Social media: metrics and measurement - Robert Stratton
- Chapter - 13: Assessing the value of market assets - David Haigh and Stan Maklan
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