Marketing Accountability: How to Measure Marketing Effectiveness

  • 5h 1m
  • Malcolm McDonald, Peter Mouncey
  • Kogan Page
  • 2009

One of the biggest issues facing marketers today is accountability for marketing expenditure. No CEO or CFO wants to hear that their marketing investment was a failed gamble.

Marketing Accountability by Malcolm McDonald and Peter Mouncey is a breakthrough for marketing and important reading for marketing professionals. Based on seven years of research into global best practice in marketing, it 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. Dozens of charts and tables illustrate the concepts in two-color print.

Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

About the Authors

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers.

Peter Mouncey is an experienced marketing professional who now works in marketing education and consulting. A visiting fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.

In this Book

  • 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
  • Valuing Brands