Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

by Malcolm McDonald, Peter Mouncey, Susan Bixler

Book Overview

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: Hardcover
• Language: English
• ISBN: 1580624421
• ISBN13: 9780749453862
• Release Date: July 2009
• Publisher: Kogan Page
• Length: 304 Pages
• Weight: 1.08 lbs.
• Dimensions: 1.0" x 7.0" x 9.5"