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Marketing Accountability: How to Measure Marketing Effectiveness

Price : $41.75
ISBN # : 9780749453862
Author : Malcolm McDonald & Peter Mouncey
pages: 293
Edition : Hardcover
Volumes : 1
Publisher : Kogan Page
Published : 2012

The ultimate test of marketing investment, indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective, and boards of directors and financial analysts are increasingly dissatisfied with this lack of accountability for what are often huge budgets.Marketing Accountability is based on years of research at Cranfield School of Management, and it introduces a marketing metrics model which not only shows 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.

Author Bio: Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and he is now an Emeritus Professor at the university as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, the United States, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world s leading multinationals on all continents. 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 (published by Kogan Page). 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. Peter is also Director of Research at the Institute of Direct Marketing (IDM) and on the executive editorial board of the IDM journal. He was appointed Editor-in-Chief of the Market Research Society s International Journal of Market Research in 2004 and was the joint editor of Market Research Best Practice: 30 visions for the future (published by ESOMAR/ Wiley in 2007).

This book was added to South Asia bookstore on Friday 02 November, 2012.
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