عنوان

Marketing value metrics :

(Number (ISBN

0749468971 (paperback)

(Number (ISBN

074946898X (ebook)

(Number (ISBN

9780749468972 (paperback)

(Number (ISBN

9780749468989 (ebook)

Erroneous ISBN

9780749468989 (ebook)

Number

b414099

Title Proper

Marketing value metrics :

General Material Designation

[Book]

Other Title Information

a new metrics model to measure marketing effectiveness /

First Statement of Responsibility

Malcolm McDonald, Peter Mouncey, Stan Maklan.

Edition Statement

[Second edition].

Specific Material Designation and Extent of Item

viii, 317 pages :

Other Physical Details

illustrations ;

Dimensions

24 cm

Text of Note

Revision of the authors' Marketing accountability.

Text of Note

Includes bibliographical references and index.

Text of Note

Introduction -- Strategic marketing planning - a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing value metrics model and process -- Segmentation - the basic building block for markets -- How to become the first choice for the customers you want -- Turning strategy into action, and measuring outcomes -- Delivering accountability - finalizing the metrics strategy -- Why data quality can make or break accountability -- Assessing the effectiveness of customer strategies / Stan Maklan and Hugh Wilson -- Social media: metrics and measurement / Robert Stratton -- Assessing the value of market assets / David Haigh and Stan Maklan -- Appendixes: 1. Ecometrics -- 2. Seven important business questions marketers need to know the answers to.

0

Text of Note

"It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in Marketing Accountability written the same authors, Marketing Value Metrics is fully up-to-date to include analytics pertinent for today's marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.Marketing Value Metrics enables senior executives to effectively measure the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--

Text of Note

"The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--

General Material Designation

Marketing accountability

Marketing-- Cost effectiveness.

Marketing-- Management.

Number

Edition

Class number

Book number

McDonald, Malcolm.

Maklan, Stan.

Mouncey, Peter.

Date of Transaction

20150129113411.0

Cataloguing Rules (Descriptive Conventions))

rda

Electronic name

[Book]

Y