Marketing accountability

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Kogan Page, 2009Description: vii + 293 p. ; 24 cmISBN:

9780749462635

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Summary: No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure ; marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.

Holdings ( 1 )
Title notes ( 1 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.13 MCD (Browse shelf(Opens below))	Available		B04614

No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure ; marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.