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Marketing Accountability - How to Measure Marketing Effectiveness (Hardcover) Loot Price: R459 Discovery Miles 4 590 You Save: R54 (11%)
Marketing Accountability - How to Measure Marketing Effectiveness (Hardcover): Malcolm McDonald, Peter Mouncey
Marketing Accountability - How to Measure Marketing Effectiveness (Hardcover): Malcolm McDonald, Peter Mouncey

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Marketing Accountability - How to Measure Marketing Effectiveness (Hardcover)

Malcolm McDonald, Peter Mouncey

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List price R513 Loot Price R459 Discovery Miles 4 590 You Save R54 (11%)

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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.

General

Imprint: Kogan Page
Country of origin: United Kingdom
Release date: June 2009
First published: July 2009
Authors: Malcolm McDonald • Peter Mouncey
Dimensions: 240 x 170 x 25mm (L x W x T)
Format: Hardcover
Pages: 400
ISBN-13: 978-0-7494-5386-2
Barcode: 9780749453862
Categories: Promotions
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 0-7494-5386-9

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