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 Sc
Intended for senior executives who need to measure the impact of marketing activities in order to justify expenditures, this guide describes strategies for data management and the allocation of resour
It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework
