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McDonald, Malcolm
Marketing accountability : how to measure marketing effectiveness / Malcolm McDonald and Peter Mouncey
London ; Philadelphia : Kogan Page, c2009
book jacket
Location Call Number Status
 3rd Floor  HF5415.13 .M3694 2009    AVAILABLE
Subject(s) Marketing -- Management
Marketing -- Cost effectiveness
Physical Description viii, 293 p. : ill. ; 26 cm
Note Includes bibliographical references and index
Contents It's tough at the top -- CEOs are finally demanding accountability for marketing expenditure -- Strategic marketing planning -- a brief overview -- A three-level marketing accountability framework -- A process of marketing due diligence -- The marketing 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 -- Measuring the effectiveness of multichannel strategies -- Valuing brands -- Appendix: Econometrics
Alternate Author Mouncey, Peter

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