Chapter
02 Strategic marketing planning – a brief overview
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
03 A three-level marketing accountability framework
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
04 A process of Marketing Due Diligence
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
05 The Marketing Value Metrics model and process
5.2 Overview of the Marketing Value Metrics model
5.3 Implementing the Marketing Value Metrics model
06 Segmentation – the basic building block for markets
6.3 Stage 1 – defining the market
6.4 Stage 2 – who specifies what, where, when and how
6.6 Segmentation and the Metrics model
07 How to become the first choice for the customers you want
7.1 What are impact factors?
7.3 Critical success factors (CSFs)
7.5 Analysing impact factors: a strategy-based alternative
7.6 Impact factors: using ‘gap’ analysis for creating organizational alignment
08 Turning strategy into action, and measuring outcomes
8.1 Developing action plans
8.2 Developing the budget
8.4 Establishing linkages
09 Delivering accountability – finalizing the metrics strategy
9.1 Developing metrics that matter
9.3 Bringing it all together
10 Why data quality can make or break accountability
10.1 The importance of data quality
10.2 Are data the weakest link in your marketing strategy?
10.3 Data and competitive advantage
10.5 Challenges to data integration
10.6 Creating a business case (return on investment) for data quality
10.8 Technology and Information Systems
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
11 Assessing the effectiveness of customer strategies
11.1 Customer relationship management – measures
11.2 Customer satisfaction and experience
11.3 The multichannel challenge2
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
12 Social media: metrics and measurement
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
13 Assessing the value of market assets
13.2 The limitations of traditional accountancy
13.3 Valuation of market assets
13.4 Brand valuation and sensitivity analysis
Appendix 2: Seven important business questions marketers need to know the answers to
Marketing Value Metrics
：A New Metrics Model to Measure Marketing Effectiveness
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