Includes bibliographical references and index.

Pt. 1. Introduction: Making Marketing Accountable -- Ch. 1. Delivering to the Marketing Accountability Mandate / Margaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart -- Ch. 2. Lessons from the Quality Movement / David W. Stewart -- Pt. 2. Language, Measures, and Metrics: Establishing Standards -- Ch. 3. Marketing’s Search for a Common Language / Paul Farris, David Reibstein, and Karen Scheller -- Ch. 4. Measuring Brand Preference / Michael Hess and Allan R. Kuse -- Ch. 5 Measuring Return on Brand Investment / Frank Findley -- Ch. 6. Customer Lifetime Value (CLV) and Its Relevance to the Consumer Packaged Goods (CPG) Industry / V. Kumar and Sarang Sunder -- Ch. 7 Customer Lifetime Value in the Packaged Goods Industry / Rick Abens and Debra Parcheta -- Ch. 8. What Is Known About the Long-Term Impact of Advertising Dominique / M. Hanssens -- Ch. 9. Long Term Effects of Marketing Actions / Michael Hess -- Ch. 10. Social Media - What Value for Marketing Measurement? / Kate Sirkin -- Pt. 3. Linking Finance and Marketing -- Ch. 11. The Relationship of Marketing and Finance / Don Sexton -- Ch. 12. Creating a Partnership Between Marketing and Finance / James Meier -- Ch. 13. Reporting on Brands / Roger Sinclair -- Ch. 14. Brand Valuation in Accordance with GAAP and Legal Requirements / Marc Fischer -- Ch. 15. Corporate Brand – The Company’s Most Valuable Asset / Jim Gregory -- Ch. 16. Implications of the Treatment of Marketing Expenses / Michael L. Moore -- Ch. 17. Marketing Metric Audit Protocol (MMAP) / David W. Stewart, Allan R. Kuse, Margaret Henderson Blair -- Pt. 4. Organizational Dimensions of Marketing Accountability -- Ch. 18. Navigating Barriers, Opportunity, and Change on the Marketing Accountability Journey, or Road to ROMI / Meg Blair and Pam Hoover Forbus -- Ch. 19. Marketing Organization and Accountability / David W. Stewart and Robert Winsor -- Ch. 20. Epilogue / Craig Gugel and David W. Stewart.

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.
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.
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.