How to Download Marketing Value Metrics: Top ten classic novel recommendations MOBI
Marketing Value MetricsContentsContents v01 1Introduction 11.1 Cheerleaders for the demise of the strategic marketing function 11.2 More than a sum of its parts 31.3 Assessing the right things for the future 41.4 A new perspective on the accountability of marketing 61.5 The structure of this book 7References 802 11Strategic marketing planning – a brief overview 11Summary 112.1 Introduction 112.2 Positioning marketing planning with marketing 122.3 The marketing planning process 152.4 How formal should this process be? 162.5 What should appear in a strategic marketing plan? 302.6 How the marketing planning process works 322.7 Guidelines for effective marketing planning 342.8 Twelve guidelines for effective marketing 362.9 Conclusions 45References 4603 47vA three-level marketing accountability framework 47Summary 473.1 Introduction 473.2 A three-level marketing accountability framework 483.3 Three distinct levels for measuring marketing effectiveness 54Contents3.4 Level 2: linking activities and attitudes to outcomes 613.5 Level 3: micro measurement 65Acknowledgement 65References 6504 67A process of Marketing Due Diligence 67Summary 674.1 What is the connection between marketing and shareholder value? 684.2 What is the Marketing Due Diligence diagnostic process? 714.3 Implications of the Marketing Due Diligence process 854.4 The linkage of strategy risk to shareholder value 864.5 The risk and return relatio
