MARKETING ACCOUNTABILITY - MALCOLM

Author : Malcolm McDonald | Peter Mouncey

KSh 2115.00

Availability: In Stock

Author : Malcolm McDonald, Peter Mouncey

Publication: Kogan Page Ltd

Size: 240 x 172 (mm)

Weight: 524g

Main Material: Paperback

Language: -

ISBN: 9780749462635

EAN/UPC/ISBN: 9780749462635

Published: 3-Jan-2011

No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. "Marketing Accountability" by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.

"Marketing Accountability" will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

ISBN No : 9780749462635

Publication : Kogan Page Ltd

Main Material : Paperback

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