| Description |
1 online resource (328 pages) |
| Contents |
01 Introduction; 1.1 Cheerleaders for the demise of the strategic marketing function; 1.2 More than a sum of its parts; 1.3 Assessing the right things for the future; 1.4 A new perspective on the accountability of marketing; 1.5 The structure of this book; References; 02 Strategic marketing planning -- a brief overview; Summary; 2.1 Introduction; 2.2 Positioning marketing planning with marketing; 2.3 The marketing planning process; 2.4 How formal should this process be?; 2.5 What should appear in a strategic marketing plan?; 2.6 How the marketing planning process works |
|
2.7 Guidelines for effective marketing planning2.8 Twelve guidelines for effective marketing; 2.9 Conclusions; References; 03 A three-level marketing accountability framework; Summary; 3.1 Introduction; 3.2 A three-level marketing accountability framework; 3.3 Three distinct levels for measuring marketing effectiveness; 3.4 Level 2: linking activities and attitudes to outcomes; 3.5 Level 3: micro measurement; Acknowledgement; References; 04 A process of Marketing Due Diligence; Summary; 4.1 What is the connection between marketing and shareholder value? |
|
4.2 What is the Marketing Due Diligence diagnostic process?4.3 Implications of the Marketing Due Diligence process; 4.4 The linkage of strategy risk to shareholder value; 4.5 The risk and return relationship; 4.6 A focus on absolute returns rather than risk; 4.7 Alignment with capital markets; 4.8 Turning Marketing Due Diligence into a financial value; 4.9 Highlighting deficiencies and key risks; 4.10 Implications for business; Note; References; 05 The Marketing Value Metrics model and process; Summary; 5.1 Introduction; 5.2 Overview of the Marketing Value Metrics model |
|
5.3 Implementing the Marketing Value Metrics model5.4 The workshop team; References; 06 Segmentation -- the basic building block for markets; Summary; 6.1 Introduction; 6.2 Markets we sell to; 6.3 Stage 1 -- defining the market; 6.4 Stage 2 -- who specifies what, where, when and how; 6.5 Case study; 6.6 Segmentation and the Metrics model; Note; References; 07 How to become the first choice for the customers you want; Summary; 7.1 What are impact factors?; 7.2 Qualifying factors; 7.3 Critical success factors (CSFs); 7.4 Productivity factors |
|
7.5 Analysing impact factors: a strategy-based alternative7.6 Impact factors: using 'gap' analysis for creating organizational alignment; 7.7 Helpful pointers; References; 08 Turning strategy into action, and measuring outcomes; Summary; 8.1 Developing action plans; 8.2 Developing the budget; 8.3 Budget templates; 8.4 Establishing linkages; 8.5 In conclusion; References; 09 Delivering accountability -- finalizing the metrics strategy; Summary; 9.1 Developing metrics that matter; 9.2 Auditing for success; 9.3 Bringing it all together; References |
| Summary |
The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only 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. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiven |
| Notes |
10 Why data quality can make or break accountability |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing -- Management.
|
|
Marketing -- Cost effectiveness
|
|
BUSINESS & ECONOMICS -- Industrial Management.
|
|
BUSINESS & ECONOMICS -- Management.
|
|
BUSINESS & ECONOMICS -- Management Science.
|
|
BUSINESS & ECONOMICS -- Organizational Behavior.
|
|
Marketing -- Cost effectiveness
|
|
Marketing -- Management
|
| Form |
Electronic book
|
| Author |
Mouncey, Peter.
|
|
Maklan, Stan.
|
| ISBN |
9780749468989 |
|
074946898X |
|
0749468971 |
|
9780749468972 |
|
9781322166902 |
|
1322166900 |
|
