Marketing Value Metrics —— A New Metrics Model to Measure Marketing Effectiveness

----- 营销价值指标：衡量营销效果新的度量模型

ISBN: 9780749468972 出版年：2014 页码：328 McDonald, Malcolm Mouncey, Peter Maklan, Stan Kogan Page

Chapter - 01: Introduction Chapter - 02: Strategic marketing planning - a brief overview Chapter - 03: A three-level marketing accountability framework Chapter - 04: A process of Marketing Due Diligence Chapter - 05: The Marketing Value Metrics model and process Chapter - 06: Segmentation - the basic building block for markets Chapter - 07: How to become the first choice for the customers you want Chapter - 08: Turning strategy into action, and measuring outcomes Chapter - 09: Delivering accountability - finalizing the metrics strategy Chapter - 10: Why data quality can make or break accountability Chapter - 11: Assessing the effectiveness of customer strategies - Stan Maklan and Hugh Wilson Chapter - 12: Social media: metrics and measurement - Robert Stratton Chapter - 13: Assessing the value of market assets - David Haigh and Stan Maklan