Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

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Author Malcolm McDonald, Peter Mouncey
Features
  • Book Author: Malcolm McDonald, Peter Mouncey
  • Edition: 1st ed.
  • Binding: Softcover
  • Language: English
  • ISBN -13: 9780749462635
  • ISBN -10: 0749462639
  • Publisher: Kogan Page Limited
  • Publishing year: 2011
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  • 10 Days Replacement Policy.
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
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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 is based on years of research at Cranfield School of Management and it introduces a marketing metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metric-based framework for developing and implementing marketing strategies that are measurable and accountable.

More Information about Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

Book Author Malcolm McDonald, Peter Mouncey
Number of pages N/A
Edition 1st ed.
Binding Softcover
Language English
ISBN -13 9780749462635
ISBN -10 0749462639
Publisher Kogan Page Limited
Publishing year 2011

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