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"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com "Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --ChoiceReseña del editor:
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 by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.
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.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Kogan Page Limited/Viva Books, 2011. Softcover. Condición: 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. del artículo: 55053
Descripción Paperback. Condición: 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. del artículo: 324252
Descripción Paperback. Condición: New. New, Softcover International Edition, Printed in Black and White, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Nº de ref. del artículo: 13978
Descripción Kogan Page, 2011. Paperback. Condición: New. Never used!. Nº de ref. del artículo: P110749462639
Descripción Kogan Page, 2011. Paperback. Condición: New. Reprint. Nº de ref. del artículo: DADAX0749462639
Descripción Kogan Page, 2011. Condición: New. book. Nº de ref. del artículo: MB00DU7E8TE