MARKETING VALUE METRICS: A NEW METRICS MODEL TO MEASURE MARKETING EFFECTIVENESS
Book ID/图书代码： 07682015B78407
English Summary/英文概要： This second edition of Marketing Accountability, now called Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows 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. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice.
Updated throughout, this new edition includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.
Chinese Summary/中文概要： 《营销价值度量》原名为《营销责任制》，书中向读者介绍了克兰菲尔德管理学院开发研究的一种度量模型，这种模型不仅能展示营销手段是如何系统地使股东受益，还提供了一套开发和实施切实有效的营销手段的评估框架。
马可姆•麦当那，斯坦•马克兰和彼得•孟森先介绍了些战略性的营销方案，随后介绍了使之付诸于行动的具体步骤。这个全新的版本为读者提供了一些全新的思维，包括最新的用来估算多渠道策略有效程度的电子和社交媒体和一些相关建议。《营销价值度量》会使营销人员们更准确地估算营销活动的效果，在向公司的CEO和CFO解释计划的过程中也会更有胜算。(XAT)
Awards/获奖情况：“估量营销活动的影响力和预算这个层面的问题总被人忽略，现在打开此书你就会找到答案。”——菲利普•科特勒
"Measuring the impact of marketing activities and expenditures has long been overdue - open the pages .. and find the answers" (Philip Kotler)
About the Author/作者介绍： 马可姆•麦当那是克兰菲尔德管理学院的营销学教授，也是英国某矿泉水的营销总监。
彼得•孟森在营销领域已经有40多年的经验，并且是克兰菲尔德管理学院的客座教授。他同时还是营销研究协会《国际营销研究杂志》的主编。
斯坦•马克兰是是位非常有经验的营销顾问和专家，同时也是克兰菲尔德管理学院《营销战略》的忠实读者。
Professor 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.
Format:HARDCOVER
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