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
||Malcolm McDonald, Peter Mouncey
|Number of pages
||Kogan Page Limited
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