
MARKETING ACCOUNTABILITY |
Subtitle:
A New Metrics Model to Measure Marketing Effectiveness
|
Book Category:
Business & Economics > General
|
Author:
Mcdonald, Malcolm
|
Binding:
Paperback
|
ISBN 13:
9780749462635
|
Price:
GBP 19.99
|
Publication Year:
2011
|
Publisher Info
Kogan Page. InquiryBook Description
Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure the impact of their marketing activities against corporate objectives, and help them to justify their actions.