Overview
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.
Full Product Details
Author: Malcolm McDonald ,
Peter Mouncey
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 17.20cm
, Height: 1.70cm
, Length: 24.00cm
Weight: 0.524kg
ISBN: 9780749462635
ISBN 10: 0749462639
Pages: 304
Publication Date: 03 January 2011
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Replaced By: 9780749468972
Format: Paperback
Publisher's Status: Out of Print
Availability: Awaiting stock
Reviews
The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible. -- getAbstract.com
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. --Choice
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
Author Information
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at CranfieldUniversity, he is 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 the best-selling Marketing Plans and Malcolm McDonald on Marketing Planning (published by Kogan Page), as well as more than 100 articles and papers. Peter Mouncey is an experienced marketing professional who now works in marketing education and consultancy. A visiting Fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.
