Marketing Accountability: How to Measure Marketing Effectiveness
- Publish Date: 2012-11-02
- Binding: Hardcover
- Author: Malcolm McDonald;Peter Mouncey
The ultimate test of marketing investment, indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective, and boards of directors and financial analysts are increasingly dissatisfied with this lack of accountability for what are often huge budgets.Marketing Accountability is based on years of research at Cranfield School of Management, and it introduces a marketing metrics model which not only shows how marketing systematically contributes to shareholder value, but also provides a metric-based framework for developing and implementing marketing strategies that are measurable and accountable.