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Marketing value metrics : a new metrics model to measure marketing effectiveness /

By: McDonald, Malcolm.
Contributor(s): Mouncey, Peter | Maklan, Stan.
Publisher: London : Kogan Page, 2014Edition: Second edition.Description: viii, 317 pages : illustrations ; 24 cm.Content type: text $2 rdacontent | text | still image Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9780749468972 (paperback); 9780749468972:; 0749468971 (paperback).Subject(s): Marketing -- Management | Marketing -- Cost effectivenessDDC classification: 658.80072
Contents:
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.
Summary: 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.Continues: Marketing accountability
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.80072 MCD (Browse shelf(Opens below)) 1 Available 0092598
Total holds: 0

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.

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