Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness ePub (Adobe DRM) download by Malcolm McDonald

Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

Kogan Page
Publication date: January 2011
ISBN: 9780749463359
Digital Book format: ePub (Adobe DRM)

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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.
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