Marketing Value Metrics

A New Metrics Model to Measure Marketing Effectiveness
2. Auflage 2014
ISBN: 978-0-7494-6897-2
Verlag: Kogan Page

Buch, Englisch, 328 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 568 g

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.

Autoren/Hrsg.

McDonald, Malcolm

Mouncey, Peter

Maklan, Stan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Maklan, Stan
Stan Maklan is Reader in Strategic Marketing at Cranfield University. In addition he is an experienced marketer and consultant.

McDonald, Malcolm
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 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, USA, 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.

Mouncey, Peter
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.

Professor Malcolm McDonald is Emeritus Professor of Marketing at Cranfield School of Management, having formerly been the Marketing Director of Canada Dry.

Peter Mouncey has over 40 years' experience in the field of marketing, and is a Visiting Fellow of Cranfield School of Management. He is also the Editor-in-Chief of the Market Research Society's International Journal of Market Research.

Stan Maklan is Reader in Strategic Marketing at Cranfield University. In addition he is an experienced marketer and consultant.