Malcolm McDonald, Peter Mouncey, Stan Maklan

Broschiertes Buch

Marketing Value Metrics

A New Metrics Model to Measure Marketing Effectiveness

Beschreibung

Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.

Autor

Martin Newman is founder and chairman of a global e-commerce and multi-channel consultancy, Practicology, and a non-executive director for White Stuff. He has headed up multichannel operations for brands including Burberry, Ted Baker and Harrods. He is a global thought leader and advisor to the boards of numerous international brands. Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.

Produktdetails

• Verlag: Kogan Page Ltd
• 2 Revised edition
• Seitenzahl: 328
• Erscheinungstermin: 3. Oktober 2014
• Englisch
• Abmessung: 244mm x 170mm x 18mm
• Gewicht: 576g
• ISBN-13: 9780749468972
• ISBN-10: 0749468971
• Artikelnr.: 37662242