In my job, I often need to review books. As the focus of this blog is on the practical application of marketing theory, I thought that it would be a useful addition to the blog if I distilled the messages of some of those books here, too. Hence, I am starting a new rubric: short video-reviews of selected technical marketing books.
Let me know what you think, please. Do you check book reviews? What would / do you like to get from a review? And what do you think of the video vs. written format?
PS – Apologies for the gap between the sound and the image. I have no idea why that happens or how to ‘fix it’.
Title: Marketing Accountability: How to measure marketing effectiveness
Authors: Malcolm McDonald and Peter Mouncey
Published by Kogan Page, in London, 2009
ISBN: 978 0 7494 5386 2 (hardback)
Keywords: metrics, accountability, due diligence
Review published here.