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 senior marketing professional. Based on seven year's 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. 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.

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Measuring the impact of marketing activities and expenditures has been long overdue. CEOs and CFOs are losing their patience. But now they can open the pages of Malcolm McDonald and Peter Mounceys new book, Marketing Accountability, and find the answers. Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management, USA

measuring the impact of marketing activities and expenditures has been long overdue. ceos and cfos are losing their patience. but now they can open the pages of malcolm mcdonald and peter mouncey's new book, marketing accountability, and find the answers. philip kotler, s c johnson & sons distinguished professor of international marketing, northwestern university, kellogg school of management, usa mcdonald and mouncey's marketing accountability: how to measure marketing effectiveness is a text that has long been needed, but too long in coming. reviewing, planning and evaluating marketing at the board level focuses discussions and valuations on strategy, not just tactical issues. the text creates a whole new genre of marketing management where inter-not-intra organizational links, interactions and alignments become critical. it clearly illustrates that marketing is something the organization does, not something a group of marketing people do. all marketers at all levels will benefit from this truly managerial view of how marketing relates to, and becomes a critical element in, the operation of any business. don schultz, professor of integrated marketing communications, northwestern university, usa mcdonald and mouncey's book is based on research conducted at cranfield school of management and introduces a marketing metrics model aimed at demonstrating how marketing contributes to shareholder value. the marketer

""Measuring the impact of marketing activities and expenditures has been long overdue. CEOs and CFOs are losing their patience. But now they can open the pages of Malcolm McDonald and Peter Mounceys new book, Marketing Accountability, and find the answers."" * Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management, USA *

Author Information

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 the best-selling Marketing Plans: How to Prepare them; how to use them and Malcolm McDonald on Marketing Planning (also 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.

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