One of the biggest issues facing marketers today is
accountability for marketing expenditure. No CEO or CFO wants to
hear that their marketing investment was a failed gamble.
"Marketing Accountability" by Malcolm McDonald and Peter Mouncey
is a breakthrough for marketing and important reading for marketing
professionals. Based on seven years of research into global best
practice in marketing, it investigates every aspect of this key
topic including strategic marketing planning and marketing due
diligence, before introducing a marketing metrics model that will
help marketing directors align marketing activities with corporate
strategy. Dozens of charts and tables illustrate the concepts in
two-color print."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.
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