Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure the impact of their marketing activities against corporate objectives, and help them to justify their actions.
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at CranfieldUniversity, he is Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans and Malcolm McDonald on Marketing Planning (published by Kogan Page), as well as more than 100 articles and papers. Peter Mouncey is an experienced marketing professional who now works in marketing education and consultancy. A visiting Fellow of Cranfield University School of Management, he is also a Director of the Cranfield Marketing Measurement and Accountability Forum.
"The book is pretty technical, but its clear, two-color layout
helps make its charts and graphs more accessible."
"Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives." --Choice