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Marketing Value Metrics: A New Metrics Model To Measure Marketing Effectiveness

by Malcolm Mcdonald

2021-02-03 20:17:31

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It''s often said that people cannot manage what they cannot measure.Marketing Value Metricsshows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategie... Read more

It''s often said that people cannot manage what they cannot measure.Marketing Value Metricsshows 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 inMarketing Accountabilitywritten the same authors,Marketing Value Metricsis 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 Metricsenables 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. Less

Book Details

ISBN9780749468972
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Malcolm McDonald
Author
Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ...

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