Marketing Value Metrics
A New Metrics Model to Measure Marketing Effectiveness
This second edition of Marketing Accountability, now transformed to Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows how marketing systematically contributes to shareholder value, but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout,…
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Produktdetails
Weitere Autoren: Mouncey, Peter / Maklan, Stan
- ISBN: 978-0-7494-6898-9
- EAN: 9780749468989
- Produktnummer: 23808697
- Verlag: Kogan Page
- Sprache: Englisch
- Erscheinungsjahr: 2014
- Seitenangabe: 328 S.
- Plattform: EPUB
- Masse: 5'723 KB
- Auflage: 2. Auflage
Über den Autor
Malcolm McDonald, Peter Mouncey, Stan Maklan
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