عنوان

Marketing value metrics :

شابک

0749468971 (paperback)

شابک

074946898X (ebook)

شابک

9780749468972 (paperback)

شابک

9780749468989 (ebook)

شابک اشتباه

9780749468989 (ebook)

شماره

b414099

عنوان اصلي

Marketing value metrics :

نام عام مواد

[Book]

ساير اطلاعات عنواني

a new metrics model to measure marketing effectiveness /

نام نخستين پديدآور

Malcolm McDonald, Peter Mouncey, Stan Maklan.

وضعيت ويراست

[Second edition].

نام خاص و کميت اثر

viii, 317 pages :

ساير جزييات

illustrations ;

ابعاد

24 cm

متن يادداشت

Revision of the authors' Marketing accountability.

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

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 -- Appendixes: 1. Ecometrics -- 2. Seven important business questions marketers need to know the answers to.

بدون عنوان

0

متن يادداشت

"It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in Marketing Accountability written the same authors, Marketing Value Metrics is fully up-to-date to include analytics pertinent for today's marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.Marketing Value Metrics enables senior executives to effectively measure the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--

متن يادداشت

"The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs"--

عنوان قراردادي

Marketing accountability

موضوع مستند نشده

Marketing-- Cost effectiveness.

موضوع مستند نشده

Marketing-- Management.

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

McDonald, Malcolm.

مستند نام اشخاص تاييد نشده

Maklan, Stan.

مستند نام اشخاص تاييد نشده

Mouncey, Peter.

تاريخ عمليات

20150129113411.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y