{"product_id":"9780749468972","title":"Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness","description":"\u003cp\u003eIt's often said that people cannot manage what they cannot measure. \u003ci\u003eMarketing Value Metrics\u003c\/i\u003e shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on the concepts and research found in \u003ci\u003eMarketing Accountability\u003c\/i\u003e written the same authors, \u003ci\u003eMarketing Value Metrics\u003c\/i\u003e is fully up-to-date to include analytics pertinent for today’s marketers such as social media metrics. The key steps in the modeling process are described in detail, as are the procedures for applying it in practice.\u003c\/p\u003e\u003cp\u003e\u003ci\u003eMarketing Value Metrics\u003c\/i\u003e enables senior executives to effectively measure the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.\u003c\/p\u003e","brand":"Kogan Page, Ltd","offers":[{"title":"Default Title","offer_id":47029011218672,"sku":"9780749468972","price":39.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780749468972_p0.jpg?v=1763637508","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780749468972","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}