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4. Marketing Accountability : A New Metrics Model to Measure Marketing Effectiveness

Author

McDonald, Malcolm, Mouncey, Peter, McDonald, Malcolm, and Mouncey, Peter

Subjects
Marketing--Cost effectiveness, Marketing--Management
Abstract

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.

Published
2011

6. Marketing : A Complete Guide

Author

McDonald, Malcolm, Christopher, Martin, McDonald, Malcolm, and Christopher, Martin

Subjects
Marketing
Published
2003

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