Revision of the authors' Marketing accountability.

Includes bibliographical references and index.

"It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically co ntributes to shareholder value, but also provides a framework for devel oping and implementing marketing strategies that are measurable and acc ountable. Building on the concepts and research found in Marketing Acco untability written the same authors, Marketing Value Metrics is fully u p-to-date to include analytics pertinent for today's marketers such as social media metrics. The key steps in the modeling process are describ ed in detail, as are the procedures for applying it in practice.Marketi ng Value Metrics enables senior executives to effectively measure the i mpact of marketing activity against organizational goals, and will empo wer marketing teams and their managers to justify and defend their plan s and strategies to their CEOs and CFOs"-- Provided by publisher.

"The second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model th at shows not only how marketing systematically contributes to sharehold er value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this n ew edition also includes the latest digital and social media metrics an d advice on measuring the effectiveness of multichannel strategies. Mar keting Value Metrics will enable marketing executives to measure more e ffectively the impact of marketing activity against organizational goal s, and will empower marketing teams and their managers to justify and d efend their plans and strategies to their CEOs and CFOs"-- Provided by publisher.