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Full Description
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.
Contents
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
