MARC record from Internet Archive

LEADER: 02494cam a2200517 a 4500
001 300279812
003 OCoLC
005 20151005085831.0
008 090126s2009 enka b 001 0 eng
010 $a2009001273
015 $aGBA930450$2bnb
016 7 $a014937481$2Uk
020 $a9780749453862
020 $a0749453869
020 $a9780749462635
035 $a300279812
035 $a(OCoLC)300279812
040 $aDLC$beng$cDLC$dBTCTA$dUKM$dYDXCP$dBWKUK$dBWX$dBWK$dCDX$dMOF$dOUP$dLMR$dDEBBG$dOCL$dSFR$dUtOrBLW
049 $aSFRA
050 00 $aHF5415.13$b.M369159 2009
082 00 $a658.80072$222
092 $a658.8007$bM1457m
100 1 $aMcDonald, Malcolm.
245 10 $aMarketing accountability :$bhow to measure marketing effectiveness /$cMalcolm McDonald and Peter Mouncey.
260 $aLondon ;$aPhiladelphia :$bKogan Page,$c2009.
300 $aviii, 293 p. :$bill. ;$c26 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aIt'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.
650 0 $aMarketing$xManagement.
650 0 $aMarketing$xCost effectiveness.
650 07 $aMarketingmanagement.$2swd
700 1 $aMouncey, Peter.
907 $a.b24429132$b12-20-18$c05-20-11
998 $axbt$b07-21-11$cm$da $e-$feng$genk$h0$i0
957 00 $aOCLC reclamation of 2017-18
907 $a.b24429132$b09-27-13$c05-20-11
938 $aBaker and Taylor$bBTCP$nBK0008179676
956 $aPre-reclamation 001 value: ocn300279812
980 $a0711 KL
998 $axbt$b07-21-11$cm$da$e-$feng$genk$h0$i0
994 $aC0$bSFR
999 $yMARS
945 $a658.8007$bM1457m$d - - $e02-02-2018 16:41$f0$g0$h03-08-18$i31223095009743$j503$0800$k - - $lxbtci$o-$p$29.95$q-$r-$s- $t1$u9$v9$w0$x3$y.i66130840$z09-12-11