ISBN 9780749453862,Marketing Accountability: How to Measure Marketing Effectiveness

Marketing Accountability: How to Measure Marketing Effectiveness


Kogan Page Ltd

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ISBN 9780749453862
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ISBN 9780749453862

Kogan Page Ltd

Publication Year 2009

ISBN 9780749453862

ISBN-10 0749453869


Number of Pages 304 Pages
Language (English)


The ultimate test of marketing investment, indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective, and boards of directors and financial analysts are increasingly dissatisfied with this lack of accountability for what are often huge budgets.Marketing Accountability is based on years of research at Cranfield School of Management, and it introduces a marketing metrics model which not only shows how marketing systematically contributes to shareholder value, but also provides a metric-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the model and the process for practically applying it are described in detail as well as key areas that need to be considered such as: why a company--wide data management strategy is a vital foundation to measuring the value added by marketing strategy; how to implement the necessary marketing strategy and allocate resources: how to become the first choice for the customers you want; the importance of ensuring that other functions are fully engaged with the marketing plan to ensure results can be delivered.Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization. It will empower marketers to account for their expenditure, and justify their actions to CEOs and CFOs.

About the Author
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and he is now an Emeritus Professor at the university as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, the United States, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them and Malcolm McDonald on Marketing Planning (published by Kogan Page). Peter Mouncey is an experienced marketing professional who now works in marketing education and consultancy. A Visiting Fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum. Peter is also Director of Research at the Institute of Direct Marketing (IDM) and on the executive editorial board of the IDM journal. He was appointed Editor-in-Chief of the Market Research Society's International Journal of Market Research in 2004 and was the joint editor of Market Research Best Practice: 30 visions for the future (published by ESOMAR/ Wiley in 2007).