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Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
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Artikelmerkmale
- Artikelzustand
- Book Title
- Marketing Value Metrics: A New Metrics Model to Measure Marketing
- Publication Date
- 2014-10-03
- Edition Number
- 2
- ISBN
- 9780749468972
Über dieses Produkt
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
0749468971
ISBN-13
9780749468972
eBay Product ID (ePID)
167913205
Product Key Features
Number of Pages
328 Pages
Publication Name
Marketing Value Metrics : a New Metrics Model to Measure Marketing Effectiveness
Language
English
Publication Year
2014
Subject
Marketing / General, Management
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.8 in
Item Weight
18.1 Oz
Item Length
9.4 in
Item Width
6.7 in
Additional Product Features
Edition Number
2
Intended Audience
College Audience
Reviews
Of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits., All marketers at all levels will benefit from this truly managerial view of how marketing relates to, and becomes a critical element in, the operation of any business, "Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers." --Philip Kotler "All marketers at all levels will benefit from this truily managerial view of how marketing relates to, and becomes a critical element in, the operation of any business." --Don Schultz, Professor of Integrated Marketing Communications, Northwestern University, Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers, The book... will be of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits.
Dewey Edition
23
Dewey Decimal
658.8
Table Of Content
** Chapter - 01: Introduction; ** Chapter - 02: Strategic marketing planning - a brief overview; ** Chapter - 03: A three-level marketing accountability framework; ** Chapter - 04: A process of Marketing Due Diligence; ** Chapter - 05: The Marketing Value Metrics model and process; ** Chapter - 06: Segmentation - the basic building block for markets; ** Chapter - 07: How to become the first choice for the customers you want; ** Chapter - 08: Turning strategy into action, and measuring outcomes; ** Chapter - 09: Delivering accountability - finalizing the metrics strategy; ** Chapter - 10: Why data quality can make or break accountability; ** Chapter - 11: Assessing the effectiveness of customer strategies - Stan Maklan and Hugh Wilson; ** Chapter - 12: Social media: metrics and measurement - Robert Stratton; ** Chapter - 13: Assessing the value of market assets - David Haigh and Stan Maklan
Synopsis
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., Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management., This second edition of Marketing Accountability, now transformed to Marketing Value Metrics , introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald , Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition 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.
LC Classification Number
HF5415.13.M369159
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- e***n (392)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufGreat transaction, exactly as described, packed well, and promptly shipped on August 6th. Unfortunately the U.S. Postal Service took 23 calendar days to deliver the book. It was shipped from Pennsylvania, to Atlanta, past Alabama to Texas, enjoyed several days in Texas, then to Minneapolis, Jacksonville, Florida, back to Atlanta, finally to Birmingham, and Huntsville. The seller was very responsive and I decided it was interesting to see if/how the book would arrive. Thanks, Joe
- e***u (281)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThe listing was for a hardcover version of this book; however, I received a paperback. The Seller replied quickly to my question about this issue and issued a full refund - and let me keep the book. So, a diligent Seller for sure - and well packaged and reasonable timing on shipping. Thank you for the refund, and as you suggested, I'll likely donate this volume and seek the hardcover.
- 0***g (380)- Bewertung vom Käufer.Letzter MonatBestätigter KaufExcellent purchase. Was able to get all three items from the one seller. Seller was able to bundle all three items together into one package. Items as described and arrived in perfect condition. Good communication around shipping and tracking as items delayed and not able to be delivered by original estimate. Thanks to shipping updates I was able to track the items arriving before the extended delivery time. Thank you for making these items available on EBay.
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AlibrisBooks
99% positive Bewertungen•2.0 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Verkäuferbewertungen (539'519)
- e***n (392)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufGreat transaction, exactly as described, packed well, and promptly shipped on August 6th. Unfortunately the U.S. Postal Service took 23 calendar days to deliver the book. It was shipped from Pennsylvania, to Atlanta, past Alabama to Texas, enjoyed several days in Texas, then to Minneapolis, Jacksonville, Florida, back to Atlanta, finally to Birmingham, and Huntsville. The seller was very responsive and I decided it was interesting to see if/how the book would arrive. Thanks, Joe
- e***u (281)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThe listing was for a hardcover version of this book; however, I received a paperback. The Seller replied quickly to my question about this issue and issued a full refund - and let me keep the book. So, a diligent Seller for sure - and well packaged and reasonable timing on shipping. Thank you for the refund, and as you suggested, I'll likely donate this volume and seek the hardcover.
- 0***g (380)- Bewertung vom Käufer.Letzter MonatBestätigter KaufExcellent purchase. Was able to get all three items from the one seller. Seller was able to bundle all three items together into one package. Items as described and arrived in perfect condition. Good communication around shipping and tracking as items delayed and not able to be delivered by original estimate. Thanks to shipping updates I was able to track the items arriving before the extended delivery time. Thank you for making these items available on EBay.