MARC details
| 000 -LEADER |
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| fixed length control field |
04047cam a2200229 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20181128150747.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
151204s2016 nyu 000 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780765647078 (pbk) |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| -- |
MIUC |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| 952 ## - Items |
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| Itemnumber |
1986 |
| 245 00 - TITLE STATEMENT |
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| Title |
Accountable marketing : |
| Remainder of title |
linking marketing actions to financial performance / |
| Statement of responsibility, etc. |
Edited by David W. Stewart & Craig Gugel. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New York ; |
| -- |
London : |
| Name of publisher, distributor, etc. |
Routledge, |
| Date of publication, distribution, etc. |
2016. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxii, 274 p. : |
| Other physical details |
ill. b&w ; |
| Dimensions |
26 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
Pt. 1. |
| Title |
Introduction: Making Marketing Accountable -- |
| Miscellaneous information |
Ch. 1. |
| Title |
Delivering to the Marketing Accountability Mandate / |
| Statement of responsibility |
Margaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart -- |
| Miscellaneous information |
Ch. 2. |
| Title |
Lessons from the Quality Movement / |
| Statement of responsibility |
David W. Stewart -- |
| Miscellaneous information |
Pt. 2. |
| Title |
Language, Measures, and Metrics: Establishing Standards -- |
| Miscellaneous information |
Ch. 3. |
| Title |
Marketing’s Search for a Common Language / |
| Statement of responsibility |
Paul Farris, David Reibstein, and Karen Scheller -- |
| Miscellaneous information |
Ch. 4. |
| Title |
Measuring Brand Preference / |
| Statement of responsibility |
Michael Hess and Allan R. Kuse -- |
| Miscellaneous information |
Ch. 5 |
| Title |
Measuring Return on Brand Investment / |
| Statement of responsibility |
Frank Findley -- |
| Miscellaneous information |
Ch. 6. |
| Title |
Customer Lifetime Value (CLV) and Its Relevance to the Consumer Packaged Goods (CPG) Industry / |
| Statement of responsibility |
V. Kumar and Sarang Sunder -- |
| Miscellaneous information |
Ch. 7 |
| Title |
Customer Lifetime Value in the Packaged Goods Industry / |
| Statement of responsibility |
Rick Abens and Debra Parcheta -- |
| Miscellaneous information |
Ch. 8. |
| Title |
What Is Known About the Long-Term Impact of Advertising Dominique / |
| Statement of responsibility |
M. Hanssens -- |
| Miscellaneous information |
Ch. 9. |
| Title |
Long Term Effects of Marketing Actions / |
| Statement of responsibility |
Michael Hess -- |
| Miscellaneous information |
Ch. 10. |
| Title |
Social Media - What Value for Marketing Measurement? / |
| Statement of responsibility |
Kate Sirkin -- |
| Miscellaneous information |
Pt. 3. |
| Title |
Linking Finance and Marketing -- |
| Miscellaneous information |
Ch. 11. |
| Title |
The Relationship of Marketing and Finance / |
| Statement of responsibility |
Don Sexton -- |
| Miscellaneous information |
Ch. 12. |
| Title |
Creating a Partnership Between Marketing and Finance / |
| Statement of responsibility |
James Meier -- |
| Miscellaneous information |
Ch. 13. |
| Title |
Reporting on Brands / |
| Statement of responsibility |
Roger Sinclair -- |
| Miscellaneous information |
Ch. 14. |
| Title |
Brand Valuation in Accordance with GAAP and Legal Requirements / |
| Statement of responsibility |
Marc Fischer -- |
| Miscellaneous information |
Ch. 15. |
| Title |
Corporate Brand – The Company’s Most Valuable Asset / |
| Statement of responsibility |
Jim Gregory -- |
| Miscellaneous information |
Ch. 16. |
| Title |
Implications of the Treatment of Marketing Expenses / |
| Statement of responsibility |
Michael L. Moore -- |
| Miscellaneous information |
Ch. 17. |
| Title |
Marketing Metric Audit Protocol (MMAP) / |
| Statement of responsibility |
David W. Stewart, Allan R. Kuse, Margaret Henderson Blair -- |
| Miscellaneous information |
Pt. 4. |
| Title |
Organizational Dimensions of Marketing Accountability -- |
| Miscellaneous information |
Ch. 18. |
| Title |
Navigating Barriers, Opportunity, and Change on the Marketing Accountability Journey, or Road to ROMI / |
| Statement of responsibility |
Meg Blair and Pam Hoover Forbus -- |
| Miscellaneous information |
Ch. 19. |
| Title |
Marketing Organization and Accountability / |
| Statement of responsibility |
David W. Stewart and Robert Winsor -- |
| Miscellaneous information |
Ch. 20. |
| Title |
Epilogue / |
| Statement of responsibility |
Craig Gugel and David W. Stewart. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance.<br/>Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities.<br/>This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Management |
| 9 (RLIN) |
36 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gugel, Craig |
| Relator term |
edt |
| 9 (RLIN) |
737 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Stewart, David, |
| Dates associated with a name |
1948- |
| Relator term |
edt |
| 9 (RLIN) |
736 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |
