Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness Malcolm McDonald

ISBN: 9780749468972

Published: October 28th 2014

Paperback

328 pages


Description

Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness  by  Malcolm McDonald

Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness by Malcolm McDonald
October 28th 2014 | Paperback | PDF, EPUB, FB2, DjVu, audiobook, mp3, ZIP | 328 pages | ISBN: 9780749468972 | 7.23 Mb

Its 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 marketingMoreIts 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.



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