Includes bibliographical references and index.

No CEO or CFO wants to hear that a marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Malcolm McDonald and Peter Mouncey's Marketing Accountability is a major breakthrough for marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help marketing directors align marketing activities with corporate strategy. Crucially it describes the key steps in this model and the process of practically applying it. In doing so it investigates every aspect surrounding this vitally important topic, including: why CEOs are demanding greater marketing accountability; strategic marketing planning - a framework for what needs measuring; a three-level marketing accountability framework; the process of marketing due diligence; the marketing metrics model and process; market segmentation; turning strategy into action - developing action plans and budget templates; finalizing the metrics strategy, identifying the metrics that matter and delivering accountability; the importance of data quality; measuring the effectiveness of multichannel strategies; valuing brands. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers. -- from dust jacket.

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