The Resource Marketing accountability : how to measure marketing effectiveness, Malcolm McDonald and Peter Mouncey

Marketing accountability : how to measure marketing effectiveness, Malcolm McDonald and Peter Mouncey

Label
Marketing accountability : how to measure marketing effectiveness
Title
Marketing accountability
Title remainder
how to measure marketing effectiveness
Statement of responsibility
Malcolm McDonald and Peter Mouncey
Creator
Contributor
Subject
Language
eng
Summary
Based on seven years of research into global best practice in marketing, Marketing Accountability 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
Cataloging source
N$T
Dewey number
658.80072
Illustrations
illustrations
Index
index present
LC call number
HF5415.13
LC item number
.M369159 2009eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Marketing accountability : how to measure marketing effectiveness, Malcolm McDonald and Peter Mouncey
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Copyright; Table of contents; Acknowledgements; Introduction; 1 It's tough at the top -- CEOs are finally demanding accountability for marketing expenditure; 2 Strategic marketing planning -- a brief overview; 3 A three-level marketing accountability framework; 4 A process of Marketing Due Diligence; 5 The Marketing Metrics model and process; 6 Segmentation -- the basic building block for markets; 7 How to become the first choice for the customers you want; 8 Turning strategy into action, and measuring outcomes; 9 Delivering accountability -- finalizing the metrics strategy
Control code
ocn435646083
Dimensions
unknown
Extent
1 online resource (viii, 293 pages)
File format
unknown
Form of item
online
Isbn
9780749457525
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Quality assurance targets
not applicable
http://library.link/vocab/recordID
.b25876090
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)435646083
  • pebco074945752X

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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