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.
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.
Peter Margetts was a successful property developer in Dubai when the city-state's economy collapsed sending his company into bankruptcy. Post-dated cheques he'd written to investors were worthless. Along with hundreds of other businessmen, including Americans, he was arrested under Dubai's draconian cheque laws and thrown into Central Jail with a life sentence. Locked up with hardened criminals from all over the world he struggled to survive in a world of drug warlords and mafia bosses. But Peter was no quitter and whilst making friends with gangsters, witnessing a murder and a firing-squad execution, he went on hunger strike to bring his plight to world attention. Peter's case was even raised in the British Parliament. Gripping and powerful, When's Daddy Coming Home? is also brutally funny and a painful insight into Dubai few know...or talk about.
With concise, full-color coverage of this rapidly enlarging field, Critical Care Handbook of the Massachusetts General Hospital, Seventh Edition, is your go-to guide for practical, complete, and current information on medical and surgical critical care. Edited by Drs. Edward A. Bittner, Lorenzo Berra, Peter J. Fagenholz, Jean Kwo, Jarone Lee, and Abraham Sonny, this user-friendly handbook is designed for rapid reference, providing reliable, hospital-tested protocols that reflect today's most advanced critical care practices. An at-a-glance outline format and portable size make it an essential manual for medical students, residents with rotations in ICUs, and physicians and nurses who work in critical care.
Now in four convenient volumes, Field’s Virology remains the most authoritative reference in this fast-changing field, providing definitive coverage of virology, including virus biology as well as replication and medical aspects of specific virus families.
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.
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