عنوان
پدید آورنده
موضوع
رده
HF5415.13 .M369159 2009
HF5415
.
13
.
M369159
2009
کتابخانه
محل استقرار
0749453869
9780749453862
b526177
Marketing accountability :
[Book]
how to measure marketing effectiveness /
Malcolm McDonald and Peter Mouncey
Philadelphia :
Kogan Page,
2009
viii, 293 pages :
illustrations (some color), ;
25 cm
Includes bibliographical references and index
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
0
Marketing-- Cost effectiveness
Marketing-- Management
658
.
80072
22
HF5415
.
13
.
M369159
2009
McDonald, Malcolm
Mouncey, Peter
20100405021507.0
rda
مطالعه متن کتاب [Book]
Y
