Marketing Accountability by Malcolm Mcdonald
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.
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.
| SKU | Unavailable |
| ISBN 13 | 9780749462635 |
| ISBN 10 | 0749462639 |
| Title | Marketing Accountability |
| Author | Malcolm Mcdonald |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2011-01-03 |
| Number of pages | 304 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |