Description |
1 online resource (xxiii, 274 pages) |
Contents |
Preface -- Introduction: making marketing accountable -- Delivering to the marketing accountability mandate -- Lessons from the quality movement -- Language, measures, and metrics: establishing standards -- Marketing's search for a common language -- Measuring brand preference -- Measuring return on brand investment -- Customer lifetime value (CLV) and its relevance to the consumer packaged goods (CPG) industry -- Customer lifetime value in the packaged goods industry -- What is known about the long-term impact of advertising -- Long term effects of marketing actions -- Social media -- what value for marketing measurement? -- Linking finance and marketing -- The relationship of marketing and finance -- Creating a partnership between marketing and finance -- Reporting on brands -- Brand valuation in accordance with gaap and legal requirements -- The corporate brand : the company's most valuable asset -- Tax implications of the treatment of marketing expenses -- The marketing metric audit protocol (MMAP) -- Organizational dimensions of marketing accountability -- Navigating barriers, opportunity, and change on the marketing accountability journey, or road to romi -- Marketing organization and accountability -- Epilogue |
Summary |
Accountable Marketing offers a multi-disciplinary perspective on accountability, based on the work of the Marketing Accountability Standards Board (MASS), a unique forum that facilitates dialog among marketers, financial professionals, and accountants, as well as students and instructors involved in business education. The book covers core marketing issues and topics, including finance, social media, language and metrics standards, and the long-term consequences of marketing decisions. Drawing on the knowledge of expert contributors, editors David Stewart and Craig Gugel offer a complete, internationally-based discussion on marketing accountability. The book acts as a reference point for the development of standards in marketing reporting by linking marketing activities and their outcomes to the financial performance of a firm. Readers interested in marketing accountability will find its four-part structure easy to navigate. Practicing professionals, faculty and students will benefit from its practical approach and unique, explanatory diagrams |
Bibliography |
Includes bibliographical references and index |
Notes |
English |
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Online resource; title from PDF title page (EBSCO, viewed February 18, 2016) |
Subject |
Marketing -- Management.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Marketing -- Management
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Genre/Form |
dissertations.
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Academic theses
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Academic theses.
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Thèses et écrits académiques.
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Form |
Electronic book
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Author |
Stewart, David, 1948- editor.
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Gugel, Craig, editor
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ISBN |
9781317274827 |
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1317274822 |
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9781317274834 |
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1317274830 |
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9781315639703 |
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131563970X |
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9781317274810 |
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1317274814 |
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