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2 of 2 people found the following review helpful
4.0 out of 5 stars Informed guide on how to make marketing accountable, 17 Nov. 2010
By 
Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
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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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1 of 1 people found the following review helpful
5.0 out of 5 stars An absolute must for both marketing students and professionals., 28 Feb. 2011
By 
Kenneth J. Morris (Burton-upon Trent, UK) - See all my reviews
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This review is from: Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness (Paperback)
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.
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5.0 out of 5 stars Excellent !!!!!, 5 Sept. 2013
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I think it is fantastic book. It gave me new space in this area useful in many aspects of marketing practice and widen my knowledge. I would recommend everyone who is series in marketing and all other areas of business.
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