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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness, by Malcolm McDonald, Peter Mouncey
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One of the biggest issues facing marketers today is accountability for marketing expenditure. No CEO or CFO wants to hear that their marketing investment was a failed gamble.
Marketing Accountability by Malcolm McDonald and Peter Mouncey is a breakthrough for marketing and important reading for marketing professionals. Based on seven years of research into global best practice in marketing, it investigates every aspect of this key topic including strategic marketing planning and marketing due diligence, before introducing a marketing metrics model that will help marketing directors align marketing activities with corporate strategy. Dozens of charts and tables illustrate the concepts in two-color print.
Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.
- Sales Rank: #3809668 in Books
- Published on: 2011-02-15
- Original language: English
- Number of items: 1
- Dimensions: 9.39" h x .67" w x 6.73" l, 1.14 pounds
- Binding: Paperback
- 304 pages
Review
"Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --Choice
"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com
About the Author
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world’s leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning as well as more than 100 articles and papers.
Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Informed guide on how to make marketing accountable
By Rolf Dobelli
Forget the past; marketing managers are now accountable for the financial and sales results they achieve with the money they spend. They can claim - with the backing of some marketing professors - that too many factors in the sales and marketing orbit are out of their control: the economy, fickle consumers, onerous competition, balky delivery problems, murky customer service, and so on. True, all of these real-life happenstances can undermine clever ads and promotions. Even so, corporate executives are no longer willing to give marketing a pass on accountability. Professor Malcolm McDonald and marketing measurement expert Peter Mouncey offer a useful solution: a layered evaluation system that firms can apply to align their marketing activities with their strategies and financial results. The authors provide metrics and tactics marketers can rely on to substantiate the impact of their work. The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible. getAbstract recommends it most warmly to marketers who already have some analytical expertise.
0 of 0 people found the following review helpful.
Seems like a bunch of Pap
By Kirk Ward
This book is generally vague and full of nonsense. It seems like it was written by a high-level consultant for a very limited audience. Top level marketing managers who want to feel-good, rather than actually accomplishing measurable results. I would have been better off reading a book about direct mail marketing that includes methods of measuring activities.
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