Accountable marketing : linking marketing actions to financial performance /
Edited by David W. Stewart & Craig Gugel.
- New York ; London : Routledge, 2016.
- xxii, 274 p. : ill. b&w ; 26 cm.
Includes bibliographical references and index.
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 Dominique / 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 / Corporate Brand – The Company’s Most Valuable Asset / Implications of the Treatment of Marketing Expenses / 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 / Margaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart -- David W. Stewart -- Paul Farris, David Reibstein, and Karen Scheller -- Michael Hess and Allan R. Kuse -- Frank Findley -- V. Kumar and Sarang Sunder -- Rick Abens and Debra Parcheta -- M. Hanssens -- Michael Hess -- Kate Sirkin -- Don Sexton -- James Meier -- Roger Sinclair -- Marc Fischer -- Jim Gregory -- Michael L. Moore -- David W. Stewart, Allan R. Kuse, Margaret Henderson Blair -- Meg Blair and Pam Hoover Forbus -- David W. Stewart and Robert Winsor -- Craig Gugel and David W. Stewart. Pt. 1. Ch. 1. Ch. 2. Pt. 2. Ch. 3. Ch. 4. Ch. 5 Ch. 6. Ch. 7 Ch. 8. Ch. 9. Ch. 10. Pt. 3. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Pt. 4. Ch. 18. Ch. 19. Ch. 20.
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.