Marketing Accountability: How to Measure Marketing Effectiveness

For senior executives, McDonald (marketing, Cranfield U., UK) and Mouncey, a marketing professional who works in marketing education and consulting, draw on research they conducted at the Cranfield School of Management to introduce a metrics model that shows how marketing contributes to shareholder value and provide a metric-based framework for developing and implementing strategies that are measurable and accountable. They detail the steps in the model and the process of applying it, as well as key areas like what company-wide data management strategy is important in measuring the value added by a marketing strategy; how to develop and implement a measurable strategy and allocate resources; how to become the first choice for customers; and the importance of engaging other functions in developing and implementing the marketing plan to achieve results and ensure accountability. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)