Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

by Malcolm McDonald and Peter Mouncey

No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today.... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0749462639
• ISBN13: 9780749462635
• Release Date: February 2011
• Publisher: Kogan Page
• Length: 304 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.7" x 6.7" x 9.4"