Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

By McDonald, Malcolm

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Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure the impact of their marketing activities against corporate objectives, and help them to justify their actions.

Subject: Business & Economics -> Marketing -> Principles of Marketing

Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
Publisher: Kogan Page 01/2011
Imprint: Kogan Page
Language: English
Length: 304 pages

ISBN 10: 074946335X
ISBN 13: 9780749463359
Print ISBN: 9780749462635

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