Marketing value metrics : a new metrics model to measure marketing effectiveness /
McDonald, Malcolm.
Marketing value metrics : a new metrics model to measure marketing effectiveness / - Second edition. - London : Kogan Page, 2014. - viii, 317 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Introduction -- Strategic marketing planning - a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing value metrics model and process -- Segmentation - the basic building block for markets -- How to become the first choice for the customers you want -- Turning strategy into action, and measuring outcomes -- Delivering accountability - finalizing the metrics strategy -- Why data quality can make or break accountability -- Assessing the effectiveness of customer strategies / Stan Maklan and Hugh Wilson -- Social media: metrics and measurement / Robert Stratton -- Assessing the value of market assets / David Haigh and Stan Maklan -- Appendices: 1. Ecometrics -- 2. Seven important business questions marketers need to know the answers to.
Based on years of research into global best practice in marketing, this text 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.
9780749468972 (paperback) 9780749468972: £24.99 0749468971 (paperback)
2014026470
Marketing--Management.
Marketing--Cost effectiveness.
658.80072 / MCD
Marketing value metrics : a new metrics model to measure marketing effectiveness / - Second edition. - London : Kogan Page, 2014. - viii, 317 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Introduction -- Strategic marketing planning - a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing value metrics model and process -- Segmentation - the basic building block for markets -- How to become the first choice for the customers you want -- Turning strategy into action, and measuring outcomes -- Delivering accountability - finalizing the metrics strategy -- Why data quality can make or break accountability -- Assessing the effectiveness of customer strategies / Stan Maklan and Hugh Wilson -- Social media: metrics and measurement / Robert Stratton -- Assessing the value of market assets / David Haigh and Stan Maklan -- Appendices: 1. Ecometrics -- 2. Seven important business questions marketers need to know the answers to.
Based on years of research into global best practice in marketing, this text 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.
9780749468972 (paperback) 9780749468972: £24.99 0749468971 (paperback)
2014026470
Marketing--Management.
Marketing--Cost effectiveness.
658.80072 / MCD