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Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness
Marketing Value Metrics A New Metrics Model to Measure Marketing Effectiveness
Author: Malcolm McDonald, Peter Mouncey, Stan Maklan
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 ...  more »
ISBN-13: 9780749468972
ISBN-10: 0749468971
Publication Date: 10/28/2014
Pages: 328
Edition: 2nd Revised edition
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Publisher: Kogan Page
Book Type: Paperback
Members Wishing: 0
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