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How to measure marketing effectiveness
Auteur : McDonald ,Peter MounceyEdition : Kogan Page Pages:305 Format: pdf
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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