ESCP Europe

Item type

Ebook

Language

English

Publication year

2014

Edition no.

2nd ed.

ISBN

978-0-7494-6898-9

Note

• 100 authorized readings

Subjects

MANAGEMENT - PROFITABILITY

It's often said that people cannot manage what they cannot measure. This book shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in marketing accountability, it fully up-to-date to include analytics pertinent for todays marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice. The book enables to effectively measure 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.