TY  - BOOK
AU  - McDonald, Malcolm
AU  - Mouncey, Peter 
TI  - Marketing accountability : : how to measure marketing effectiveness 
SN  - 9780749453862 (pbk.)
U1  - 658.8 MCD 
PY  - 2009///
CY  - New Delhi
PB  - KoganPage
KW  - Marketing Management
KW  - Marketing cost effectiveness
ER  -