Marketing Accountability
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Review
"The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible." --getAbstract.com
Book Description
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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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
Forget the past; marketing managers are now accountable for the financial and sales results they achieve with the money they spend. They can claim - with the backing of some marketing professors - that too many factors in the sales and marketing orbit are out of their control: the economy, fickle consumers, onerous competition, balky delivery problems, murky customer service, and so on. True, all of these real-life happenstances can undermine clever ads and promotions. Even so, corporate executives are no longer willing to give marketing a pass on accountability. Professor Malcolm McDonald and marketing measurement expert Peter Mouncey offer a useful solution: a layered evaluation system that firms can apply to align their marketing activities with their strategies and financial results. The authors provide metrics and tactics marketers can rely on to substantiate the impact of their work. The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible. getAbstract recommends it most warmly to marketers who already have some analytical expertise.
1 of 1 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Every few years a marketing text comes along which both underscores the importance of the function and makes a major contribution to the scope and quality of core buiness operations. I have in mind "The Practice of Management" (Peter Drucker), "Marketing Management - Analysis, Planning and Control" (Philip Kotler) and "Marketing Planning" (Malcolm McDonald - co-author of this text). Marketing Accountability is a timely addition to the range of books I believe ALL marketing practitioners should read, mark, learn and inwardly digest - whether student, line manager, consultant or lecturer - and it would be a rewarding read for many executives in General or Commercial Management.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
2 of 2 people found the following review helpful
Informed guide on how to make marketing accountable
17 Nov 2010
Format:Hardcover
Forget the past; marketing managers are now accountable for the financial and sales results they achieve with the money they spend. They can claim - with the backing of some marketing professors - that too many factors in the sales and marketing orbit are out of their control: the economy, fickle consumers, onerous competition, balky delivery problems, murky customer service, and so on. True, all of these real-life happenstances can undermine clever ads and promotions. Even so, corporate executives are no longer willing to give marketing a pass on accountability. Professor Malcolm McDonald and marketing measurement expert Peter Mouncey offer a useful solution: a layered evaluation system that firms can apply to align their marketing activities with their strategies and financial results. The authors provide metrics and tactics marketers can rely on to substantiate the impact of their work. The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible. getAbstract recommends it most warmly to marketers who already have some analytical expertise.
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