자료유형  

 단행본

International Standard Book Number  

9780749457525 (electronic bk.)

International Standard Book Number  

074945752X (electronic bk.)

International Standard Book Number  

9780749453862

International Standard Book Number  

0749453869

Library of Congress Call Number  

HF5415.13-.M369159 2009eb

Dewey Decimal Classification Number  

658.80072-22

Main Entry-Personal Name  

McDonald, Malcolm.

Publication, Distribution, etc. (Imprint  

London : Kogan Page, 2009

Physical Description  

1 online resource (viii, 293 p) : ill.

Bibliography, Etc. Note  

Includes bibliographical references and index.

Formatted Contents Note  

완전내용Copyright; Table of contents; Acknowledgements; Introduction; 1 It's tough at the top -- CEOs are finally demanding accountability for marketing expenditure; 2 Strategic marketing planning -- a brief overview; 3 A three-level marketing accountability framework; 4 A process of Marketing Due Diligence; 5 The Marketing Metrics model and process; 6 Segmentation -- the basic building block for markets; 7 How to become the first choice for the customers you want; 8 Turning strategy into action, and measuring outcomes; 9 Delivering accountability -- finalizing the metrics strategy.

Summary, Etc.  

요약Based on seven years of research into global best practice in marketing, Marketing Accountability 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.

Subject Added Entry-Topical Term  

Marketing Management

Subject Added Entry-Topical Term  

Marketing Cost effectiveness

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Marketing General.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS Distribution.

Added Entry-Personal Name  

Mouncey, Peter.

Additional Physical Form Entry  

Print versionMcDonald, Malcolm. Marketing accountability. London ; Philadelphia : Kogan Page, 2009 9780749453862 0749453869 (DLC) 2009001273 (OCoLC)300279812

Electronic Location and Access  

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Control Number  

joongbu:396925