Marketing Accountability: How to Measure Marketing Effectiveness
Material type:
TextPublication details: New Delhi Kogan Page India Pvt. Ltd. 2009Description: 293pISBN: - 9780749453862
- 658.80072 MCD
| Item type | Current library | Item location | Collection | Call number | Status | Date due | Barcode | Item holds | |
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NIMA Knowledge Centre | 6th Floor Reading Zone | General | 658.80072 MCD (Browse shelf(Opens below)) | Available | M0026672 |
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| 658.800681 MAR Marketing Finance | 658.8007 LIC Fundamental of Business Marketing Education: A Guide for University - Level Faculty and Policy Makers | 658.80072 CHR Marketing Logistics | 658.80072 MCD Marketing Accountability: How to Measure Marketing Effectiveness | 658.80076 FIF The CIM Diploma Case Study Book | 658.80094 LAM Market-Driven Management: Strategic and Operational Marketing | 658.800954 NEE Marketing in India: Cases and Readings |
It's tough at the top - CEOs are finally demanding accountability for marketing expenditure Strategic marketing planning - a brief overview A three-level marketing accountability framework A process of Marketing Due Diligence The Marketing Metrics model and process Segmentation - the basic building block for markets How to become the first choice for the customers you want Turning strategy into action, and measuring outcomes Delivering accountability - finalizing the metrics strategy Why data quality can make or break accountability Measuring the effectiveness of multichannel strategies / Hugh Wilson Valuing brands / David Haigh Appendix: Econometrics Bryan Finn and David Merrick, Business Economics Limited.
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