Description
Book SynopsisProfessor Malcolm McDonald is Emeritus Professor of Marketing at Cranfield School of Management, having formerly been the Marketing Director of Canada Dry.
Peter Mouncey has over 40 years' experience in the field of marketing, and is a Visiting Fellow of Cranfield School of Management. He is also the Editor-in-Chief of the Market Research Society's
International Journal of Market Research.
Stan Maklan is Reader in Strategic Marketing at Cranfield University. In addition he is an experienced marketer and consultant.
Trade Review"Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers" * Philip Kotler *
"All marketers at all levels will benefit from this truly managerial view of how marketing relates to, and becomes a critical element in, the operation of any business" * Don Schultz, Professor of Integrated Marketing Communications, Northwestern University, USA *
"The book... will be of great value to marketing managers, executive-level managers, and boardroom members who want a more effective model for linking their marketing efforts to profits." * Charles Franklin for Small Business Trends *
Table of Contents
- Chapter - 01: Introduction;
- Chapter - 02: Strategic marketing planning – a brief overview;
- Chapter - 03: A three-level marketing accountability framework;
- Chapter - 04: A process of Marketing Due Diligence;
- Chapter - 05: The Marketing Value Metrics model and process;
- Chapter - 06: Segmentation – the basic building block for markets;
- Chapter - 07: How to become the first choice for the customers you want;
- Chapter - 08: Turning strategy into action, and measuring outcomes;
- Chapter - 09: Delivering accountability – finalizing the metrics strategy;
- Chapter - 10: Why data quality can make or break accountability;
- Chapter - 11: Assessing the effectiveness of customer strategies – Stan Maklan and Hugh Wilson;
- Chapter - 12: Social media: metrics and measurement – Robert Stratton;
- Chapter - 13: Assessing the value of market assets – David Haigh and Stan Maklan
