Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

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9780749462635: Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness


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.

"Sinopsis" puede pertenecer a otra edición de este libro.

About the Author:


Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world’s leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning as well as more than 100 articles and papers. 

Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.

Review:

"Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --Choice

"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com

"Sobre este título" puede pertenecer a otra edición de este libro.

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1.

Malcolm McDonald,Peter Mouncey
Editorial: Kogan Page Limited/Viva Books (2011)
ISBN 10: 0749462639 ISBN 13: 9780749462635
Nuevos Softcover Primera edición Cantidad: > 20
Librería
BookVistas
(New Delhi, DELHI, India)
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Descripción Kogan Page Limited/Viva Books, 2011. Softcover. Estado de conservación: New. First edition. 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, The key steps in the model are described in detail plus the process for practically applying it, as well as key areas that need to be considered such as: ? why a company-wide data management strategy is a vital foundation to measuring the value added by marketing strategy ? how to develop and implement a measurable marketing strategy and allocate resources appropriately ? how to become the first choice for the customers you want ? the importance of engaging other functions in developing and implementing the marketing plan to achieve results and ensure accountability Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, It will empower marketers to justify and defend their plans to both CEOs and their CFOs. Contents: Introduction ? It?s tough at the top - CEOs are finally demanding accountability for marketing expenditure ? The growing importance of intangible assets ? The marketing investment time lag and profit and loss accounts ? The tyranny of forecasts and budgets and the consequences ? References ? Strategic marketing planning - a brief overview ? Introduction ? Positioning marketing planning with marketing ? The marketing planning process ? How formal should this process be? ? What should appear in a strategic marketing plan? ? How the marketing planning process works ? Guidelines for effective marketing planning ? Twelve guidelines for effective marketing ? Conclusions ? References ? A three-level marketing accountability framework Summary ? Introduction ? A three-level marketing accountability framework ? Three distinct levels for measuring marketing effectiveness ? Level 2: linking activities and attitudes to outcomes ? Level 3: micro measurement ? A process of Marketing Due Diligence ? What is the connection between marketing and shareholder value? ? What is the Marketing Due Diligence diagnostic process? ? Implications of the Marketing Due Diligence process ? The linkage of strategy risk to shareholder value ? The risk and return relationship ? A focus on absolute returns rather than risk ? Alignment with capital markets ? Turning Marketing Due Diligence into a financial value ? Highlighting deficiencies and key risks ? Implications for users ? The Marketing Metrics model and process ? Introduction ? Overview of the Marketing Metrics model ? Implementing the Marketing Metrics model ? The workshop team ? Segmentation - the basic building block for markets ? Introduction ? Markets we sell to ? Stage I - defining the market ? Stage 2 - who specifies what, where, when and how ? Case studies ? Segmentation and the Metrics model References ? How to become the forst choice for the customers you want ? What are impact factors? ? Qualifying factors ? Competitive advantage factors (CAFs) ? Productivity factors ? Analysing impact factors: a strategy-based alternative ? Impact factors: using ?gap? analysis for creating organizational alignment ? Helpful pointers ? Turning strategy into action, and measuring outcomes ? Developing action plans ? Developing the budget ? Budget templates ? Establishing linkages ? In conclusion ? Delivering accountability - finalizing the metrics strategy ? Developing metrics that matter ? Auditing for success ? Bringing it all together ? Why data quality Printed Pages: 301. Nº de ref. de la librería 55053

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2.

Malcolm McDonald,Peter Mouncey
Editorial: Kogan Page Limited/Viva Books (2011)
ISBN 10: 0749462639 ISBN 13: 9780749462635
Nuevos Softcover Primera edición Cantidad: > 20
Librería
A - Z Books
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Descripción Kogan Page Limited/Viva Books, 2011. Softcover. Estado de conservación: New. First edition. 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, The key steps in the model are described in detail plus the process for practically applying it, as well as key areas that need to be considered such as: • why a company-wide data management strategy is a vital foundation to measuring the value added by marketing strategy • how to develop and implement a measurable marketing strategy and allocate resources appropriately • how to become the first choice for the customers you want • the importance of engaging other functions in developing and implementing the marketing plan to achieve results and ensure accountability Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, It will empower marketers to justify and defend their plans to both CEOs and their CFOs. Contents: Introduction • It’s tough at the top - CEOs are finally demanding accountability for marketing expenditure • The growing importance of intangible assets • The marketing investment time lag and profit and loss accounts • The tyranny of forecasts and budgets and the consequences • References • Strategic marketing planning - a brief overview • Introduction • Positioning marketing planning with marketing • The marketing planning process • How formal should this process be? • What should appear in a strategic marketing plan? • How the marketing planning process works • Guidelines for effective marketing planning • Twelve guidelines for effective marketing • Conclusions • References • A three-level marketing accountability framework Summary • Introduction • A three-level marketing accountability framework • Three distinct levels for measuring marketing effectiveness • Level 2: linking activities and attitudes to outcomes • Level 3: micro measurement • A process of Marketing Due Diligence • What is the connection between marketing and shareholder value? • What is the Marketing Due Diligence diagnostic process? • Implications of the Marketing Due Diligence process • The linkage of strategy risk to shareholder value • The risk and return relationship • A focus on absolute returns rather than risk • Alignment with capital markets • Turning Marketing Due Diligence into a financial value • Highlighting deficiencies and key risks • Implications for users • The Marketing Metrics model and process • Introduction • Overview of the Marketing Metrics model • Implementing the Marketing Metrics model • The workshop team • Segmentation - the basic building block for markets • Introduction • Markets we sell to • Stage I - defining the market • Stage 2 - who specifies what, where, when and how • Case studies • Segmentation and the Metrics model References • How to become the forst choice for the customers you want • What are impact factors? • Qualifying factors • Competitive advantage factors (CAFs) • Productivity factors • Analysing impact factors: a strategy-based alternative • Impact factors: using ‘gap’ analysis for creating organizational alignment • Helpful pointers • Turning strategy into action, and measuring outcomes • Developing action plans • Developing the budget • Budget templates • Establishing linkages • In conclusion • Delivering accountability - finalizing the metrics strategy • Developing metrics that matter • Auditing for success • Bringing it all together • Why da. Nº de ref. de la librería 55053

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Malcolm Mcdonald, Peter Mouncey
ISBN 10: 0749462639 ISBN 13: 9780749462635
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Descripción Paperback. Estado de conservación: New. Softcover Book, New Condition, Fast Shipping. Ready in Stock. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. 304 pages, Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Nº de ref. de la librería 324252

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Descripción Kogan Page. PAPERBACK. Estado de conservación: New. 0749462639 *BRAND NEW* Ships Same Day or Next!. Nº de ref. de la librería SWATI2122649270

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Descripción Kogan Page, 2011. Paperback. Estado de conservación: New. Reprint. Nº de ref. de la librería DADAX0749462639

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