MARC details
| 000 -LEADER |
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| fixed length control field |
05654cam a22003734i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221101220644.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
090609s2009 enka b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2009001273 |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
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| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0749453869 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749453862 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(ATU)b11447345 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)300279812 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
BTCTA |
| -- |
UKM |
| -- |
YDXCP |
| -- |
BWKUK |
| -- |
BWX |
| -- |
BWK |
| -- |
CDX |
| -- |
ATU |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.13 |
| Item number |
.M369159 2009 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.80072 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
McDonald, Malcolm, |
| Relator term |
author. |
| 9 (RLIN) |
236310 |
| 245 10 - TITLE STATEMENT |
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| Title |
Marketing accountability : |
| Remainder of title |
how to measure marketing effectiveness / |
| Statement of responsibility, etc. |
Malcolm McDonald and Peter Mouncey. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
London ; |
| -- |
Philadelphia : |
| Name of producer, publisher, distributor, manufacturer |
Kogan Page, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
viii, 293 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
26 cm |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
1. |
| Title |
It's tough at the top-CEOs are finally demanding accountability for marketing expenditure -- |
| Miscellaneous information |
1.1. |
| Title |
The growing importance of intangible assets -- |
| Miscellaneous information |
1.2. |
| Title |
The marketing investment time lag and profit and loss accounts -- |
| Miscellaneous information |
1.3. |
| Title |
The tyranny of forecasts and budgets and the consequences -- |
| Miscellaneous information |
2. |
| Title |
Strategic marketing planning - a brief overview -- |
| Miscellaneous information |
2.1. |
| Title |
Introduction -- |
| Miscellaneous information |
2.2. |
| Title |
Positioning marketing planning with marketing -- |
| Miscellaneous information |
2.3. |
| Title |
The marketing planning process -- |
| Miscellaneous information |
2.4. |
| Title |
How formal should this process be? -- |
| Miscellaneous information |
2.5. |
| Title |
What should appear in a strategic marketing plan? -- |
| Miscellaneous information |
2.6. |
| Title |
How the marketing planning process works -- |
| Miscellaneous information |
2.7. |
| Title |
Guidelines for effective marketing planning -- |
| Miscellaneous information |
2.8. |
| Title |
Twelve guidelines for effective marketing -- |
| Miscellaneous information |
2.9. |
| Title |
Conclusions -- |
| Miscellaneous information |
3. |
| Title |
A three-level marketing accountability framework -- |
| Miscellaneous information |
3.1. |
| Title |
Introduction -- |
| Miscellaneous information |
3.2. |
| Title |
A three-level marketing accountability framework -- |
| Miscellaneous information |
3.3. |
| Title |
Three distinct levels for measuring marketing effectiveness -- |
| Miscellaneous information |
3.4. |
| Title |
Level 2: linking activities and attitudes to outcomes -- |
| Miscellaneous information |
3.5. |
| Title |
Level 3: micro measurement -- |
| Miscellaneous information |
4. |
| Title |
A process of Marketing Due Diligence -- |
| Miscellaneous information |
4.1. |
| Title |
What is the connection between marketing and shareholder value? -- |
| Miscellaneous information |
4.2. |
| Title |
What is the Marketing Due Diligence diagnostic process? -- |
| Miscellaneous information |
4.3. |
| Title |
Implications of the Marketing Due Diligence process -- |
| Miscellaneous information |
4.4. |
| Title |
The linkage of strategy risk to shareholder value -- |
| Miscellaneous information |
4.5. |
| Title |
The risk and return relationship -- |
| Miscellaneous information |
4.6. |
| Title |
A focus on absolute returns rather than risk -- |
| Miscellaneous information |
4.7. |
| Title |
Alignment with capital markets -- |
| Miscellaneous information |
4.8. |
| Title |
Turning Marketing Due Diligence into a financial value -- |
| Miscellaneous information |
4. |
| Title |
9Highlighting deficiencies and key risks -- |
| Miscellaneous information |
4.10. |
| Title |
Implications for users -- |
| Miscellaneous information |
5. |
| Title |
The Marketing Metrics model and process -- |
| Miscellaneous information |
5.1. |
| Title |
Introduction -- |
| Miscellaneous information |
5.2. |
| Title |
Overview of the Marketing Metrics model -- |
| Miscellaneous information |
5.3. |
| Title |
Implementing the Marketing Metrics model -- |
| Miscellaneous information |
5.4. |
| Title |
The workshop team -- |
| Miscellaneous information |
6. |
| Title |
Segmentation - the basic building block for markets -- |
| Miscellaneous information |
6.1. |
| Title |
Introduction -- |
| Miscellaneous information |
6.2. |
| Title |
Markets we sell to -- |
| Miscellaneous information |
6.3. |
| Title |
Stage 1 - defining the market -- |
| Miscellaneous information |
6.4. |
| Title |
Stage 2 - who specifies what, where, when and how -- |
| Miscellaneous information |
6.5. |
| Title |
Case studies -- |
| Miscellaneous information |
6.6. |
| Title |
Segmentation and the Metrics model -- |
| Miscellaneous information |
7. |
| Title |
How to become the first choice for the customers you want -- |
| Miscellaneous information |
7.1. |
| Title |
What are impact factors? -- |
| Miscellaneous information |
7.2. |
| Title |
Qualifying factors -- |
| Miscellaneous information |
7.3. |
| Title |
Competitive advantage factors (CAFs) -- |
| Miscellaneous information |
7.4. |
| Title |
Productivity factors -- |
| Miscellaneous information |
7.5. |
| Title |
Analysing impact factors: a strategy-based alternative -- |
| Miscellaneous information |
7.6. |
| Title |
Impact factors: using 'gap' analysis for creating organizational alignment -- |
| Miscellaneous information |
7.7. |
| Title |
Helpful pointers -- |
| Miscellaneous information |
8. |
| Title |
Turning strategy into action, and measuring outcomes -- |
| Miscellaneous information |
8.1. |
| Title |
Developing action plans -- |
| Miscellaneous information |
8.2. |
| Title |
Developing the budget -- |
| Miscellaneous information |
8.3. |
| Title |
Budget templates -- |
| Miscellaneous information |
8.4. |
| Title |
Establishing linkages -- |
| Miscellaneous information |
8.5. |
| Title |
In conclusion -- |
| Miscellaneous information |
9. |
| Title |
Delivering accountability - finalizing the metrics strategy -- |
| Miscellaneous information |
9.1. |
| Title |
Developing metrics that matter -- |
| Miscellaneous information |
9.2. |
| Title |
Auditing for success -- |
| Miscellaneous information |
9.3. |
| Title |
Bringing it all together -- |
| Miscellaneous information |
10. |
| Title |
Why data quality can make or break accountability -- |
| Miscellaneous information |
10.1. |
| Title |
The importance of data quality -- |
| Miscellaneous information |
10.2. |
| Title |
Are data the weakest link in your marketing strategy? -- |
| Miscellaneous information |
10.3. |
| Title |
Data and competitive advantage -- |
| Miscellaneous information |
10.4. |
| Title |
Data literacy -- |
| Miscellaneous information |
10.5. |
| Title |
Challenges to data integration -- |
| Miscellaneous information |
10.6. |
| Title |
Creating a business case (return on investment) for data quality -- |
| Miscellaneous information |
10.7. |
| Title |
Creating insight -- |
| Miscellaneous information |
10.8. |
| Title |
Technology -- |
| Miscellaneous information |
10.9. |
| Title |
Success factors -- |
| Miscellaneous information |
10.10. |
| Title |
Identifying the cost of poor data quality -- |
| Miscellaneous information |
10.11. |
| Title |
Data management strategy -- |
| Miscellaneous information |
10.12. |
| Title |
Why an enterprise-wide approach to data management is vital -- |
| Miscellaneous information |
10.13. |
| Title |
Developing an enterprise-wide information strategy -- |
| Miscellaneous information |
10.14. |
| Title |
Data governance -- |
| Miscellaneous information |
11. |
| Title |
Measuring the effectiveness of multichannel strategies Hugh Wilson -- |
| Miscellaneous information |
11.1. |
| Title |
Introduction -- |
| Miscellaneous information |
11.2. |
| Title |
Breaking down conversion metrics by the buying cycle -- |
| Miscellaneous information |
11.3. |
| Title |
Tracking cross-channel behaviour -- |
| Miscellaneous information |
11.4. |
| Title |
Assessing the overall performance of the route to market -- |
| Miscellaneous information |
11.5. |
| Title |
Metrics for the multichannel boardroom -- |
| Miscellaneous information |
11.6. |
| Title |
Steering by the stars -- |
| Miscellaneous information |
12. |
| Title |
Valuing brands David Haigh -- |
| Miscellaneous information |
12.1. |
| Title |
Introduction -- |
| Miscellaneous information |
12.2. |
| Title |
Intangible assets: driving corporate value in the 21st century -- |
| Miscellaneous information |
12.3. |
| Title |
What do we mean by 'brand'? -- |
| Miscellaneous information |
12.4. |
| Title |
The approach to 'brand' and intangible asset valuations -- |
| Miscellaneous information |
12.5. |
| Title |
Conclusion: financial implications for brands. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Management. |
| 9 (RLIN) |
320442 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Cost effectiveness |
| 9 (RLIN) |
776805 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mouncey, Peter, |
| Relator term |
author. |
| 9 (RLIN) |
1060828 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b11447345 |
| b |
11-07-17 |
| c |
27-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
|---|
| a |
658.80072 MCD |
| g |
1 |
| i |
A433474B |
| j |
0 |
| l |
cmain |
| o |
- |
| p |
$66.70 |
| q |
- |
| r |
- |
| s |
- |
| t |
0 |
| u |
1 |
| v |
0 |
| w |
0 |
| x |
1 |
| y |
.i12896305 |
| z |
29-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
b |
| -- |
c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
enk |
| -- |
0 |
