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Marketing Value Metrics - 9780749468972

Un libro in lingua di Malcolm McDonald Peter Mouncey Stan Maklan edito da Kogan Page Ltd, 2014

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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 Accountability written the same authors, Marketing Value Metrics is fully up-to-date to include analytics pertinent for today’s marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.

Marketing Value Metrics enables senior executives to effectively measure 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.

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