{"product_id":"marketing-value-metrics-9780749468972","title":"Marketing Value Metrics","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eProfessor Malcolm McDonald\u003c\/b\u003e is Emeritus Professor of Marketing at Cranfield School of Management, having formerly been the Marketing Director of Canada Dry.  \u003cb\u003ePeter Mouncey\u003c\/b\u003e 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 \u003ci\u003eInternational Journal of Market Research\u003c\/i\u003e.\u003cb\u003eStan Maklan\u003c\/b\u003e is Reader in Strategic Marketing at Cranfield University. In addition he is an experienced marketer and consultant.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers\" * Philip Kotler *\u003cbr\u003e\"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 *\u003cbr\u003e\"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 *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 01: \tIntroduction;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tStrategic marketing planning – a brief overview;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tA three-level marketing accountability framework;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tA process of Marketing Due Diligence;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tThe Marketing Value Metrics model and process;\u003c\/li\u003e\n\u003cli\u003eChapter - 06: \tSegmentation – the basic building block for markets;\u003c\/li\u003e\n\u003cli\u003eChapter - 07: \tHow to become the first choice for the customers you want;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tTurning strategy into action, and measuring outcomes;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tDelivering accountability – finalizing the metrics strategy;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tWhy data quality can make or break accountability;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tAssessing the effectiveness of customer strategies – Stan Maklan and Hugh Wilson;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tSocial media: metrics and measurement – Robert Stratton;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tAssessing the value of market assets – David Haigh and Stan Maklan\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":51359143985495,"sku":"9780749468972","price":27.54,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749468972.jpg?v=1754123776","url":"https:\/\/bookcurl.com\/products\/marketing-value-metrics-9780749468972","provider":"Book Curl","version":"1.0","type":"link"}