It's often said that people cannot manage what they cannot measure. Marketing Value Metrics 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 Marketing Accountability written the same authors, Marketing Value Metrics 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.

Marketing Value Metrics 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.

人们常说，人们无法管理他们无法衡量的东西。营销价值指标不仅显示了营销如何系统地为股东价值做出贡献，而且还为制定和实施可测量和负责的营销战略提供了一个框架。基于同一作者在《营销责任》一书中发现的概念和研究，营销价值指标完全是最新的，包括与当今营销人员相关的分析，如社交媒体指标。详细描述了建模过程中的关键步骤，以及在实际中的应用程序。
营销价值指标使高级管理人员能够有效地衡量营销活动对组织目标的影响，并使营销团队及其经理能够向其首席执行官和首席财务官证明和捍卫其计划和战略。