MARKETING ACCOUNTABILITY from Kogan Page at the Book Checkout

MARKETING ACCOUNTABILITY
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.

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Book 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.