01 Introduction 1.1 Cheerleaders for the demise of the strategic marketing function 1.2 More than a sum of its parts 1.3 Assessing the right things for the future 1.4 A new perspective on the accountability of marketing 1.5 The structure of this book References 02 Strategic marketing planning - a brief overview Summary 2.1 Introduction 2.2 Positioning marketing planning with marketing 2.
3 The marketing planning process 2.4 How formal should this process be? 2.5 What should appear in a strategic marketing plan? 2.6 How the marketing planning process works 2.7 Guidelines for effective marketing planning 2.8 Twelve guidelines for effective marketing 2.9 Conclusions References 03 A three-level marketing accountability framework Summary 3.1 Introduction 3.
2 A three-level marketing accountability framework 3.3 Three distinct levels for measuring marketing effectiveness 3.4 Level 2: linking activities and attitudes to outcomes 3.5 Level 3: micro measurement Acknowledgement References 04 A process of Marketing Due Diligence Summary 4.1 What is the connection between marketing and shareholder value? 4.2 What is the Marketing Due Diligence diagnostic process? 4.3 Implications of the Marketing Due Diligence process 4.4 The linkage of strategy risk to shareholder value 4.
5 The risk and return relationship 4.6 A focus on absolute returns rather than risk 4.7 Alignment with capital markets 4.8 Turning Marketing Due Diligence into a financial value 4.9 Highlighting deficiencies and key risks 4.10 Implications for business Note References 05 The Marketing Value Metrics model and process Summary 5.1 Introduction 5.2 Overview of the Marketing Value Metrics model 5.
3 Implementing the Marketing Value Metrics model 5.4 The workshop team References 06 Segmentation - the basic building block for markets Summary 6.1 Introduction 6.2 Markets we sell to 6.3 Stage 1 - defining the market 6.4 Stage 2 - who specifies what, where, when and how 6.5 Case study 6.6 Segmentation and the Metrics model Note References 07 How to become the first choice for the customers you want Summary 7.
1 What are impact factors? 7.2 Qualifying factors 7.3 Critical success factors (CSFs) 7.4 Productivity factors 7.5 Analysing impact factors: a strategy-based alternative 7.6 Impact factors: using ''gap'' analysis for creating organizational alignment 7.7 Helpful pointers References 08 Turning strategy into action, and measuring outcomes Summary 8.1 Developing action plans 8.
2 Developing the budget 8.3 Budget templates 8.4 Establishing linkages 8.5 In conclusion References 09 Delivering accountability - finalizing the metrics strategy Summary 9.1 Developing metrics that matter 9.2 Auditing for success 9.3 Bringing it all together References 10 Why data quality can make or break accountability Summary 10.1 The importance of data quality 10.
2 Are data the weakest link in your marketing strategy? 10.3 Data and competitive advantage 10.4 Data literacy 10.5 Challenges to data integration 10.6 Creating a business case (return on investment) for data quality 10.7 Creating insight 10.8 Technology and Information Systems 10.9 Success factors 10.
10 Identifying the cost of poor data quality 10.11 Data management strategy 10.12 Why an enterprise-wide approach to data management is vital 10.13 Developing an enterprise-wide information strategy 10.14 Data governance References 11 Assessing the effectiveness of customer strategies Stan Maklan and Hugh Wilson, Professor of Strategic Marketing at Cranfield University School of Management 11.1 Customer relationship management - measures 11.2 Customer satisfaction and experience 11.3 The multichannel challenge 11.
4 Breaking down conversion metrics by the buying cycle 11.5 Tracking cross-channel behaviour 11.6 Assessing the overall performance of the route to market 11.7 Metrics for the multichannel boardroom 11.8 Steering by the stars Notes References 12 Social media: metrics and measurement Robert Stratton, Vice President Analytics at MarketShare Social media: an introduction 12.1 How social media differs from other media channels 12.2 Social media metrics 12.3 Measuring the effects of social media 12.
4 Indirect effects References 13 Assessing the value of market assets David Haigh, Chairman of Brand Finance and Stan Maklan 13.1 Background 13.2 The limitations of traditional accountancy 13.3 Valuation of market assets 13.4 Brand valuation and sensitivity analysis References Appendix 1: Econometrics Appendix 2: Seven important business questions marketers need to know the answers to Index.