000			04047cam a2200229 i 4500
003			MIUC
005			20181128150747.0
008			151204s2016 nyu 000 0 eng
020			_a9780765647078 (pbk)
040			_aDLC _beng _cDLC _dDLC _dMIUC
082	0	0	_a658.8
245	0	0	_aAccountable marketing : _blinking marketing actions to financial performance / _cEdited by David W. Stewart & Craig Gugel.
260			_aNew York ; _aLondon : _bRoutledge, _c2016.
300			_axxii, 274 p. : _bill. b&w ; _c26 cm.
504			_aIncludes bibliographical references and index.
505	0		_gPt. 1. _tIntroduction: Making Marketing Accountable -- _gCh. 1. _tDelivering to the Marketing Accountability Mandate / _rMargaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart -- _gCh. 2. _tLessons from the Quality Movement / _rDavid W. Stewart -- _gPt. 2. _tLanguage, Measures, and Metrics: Establishing Standards -- _gCh. 3. _tMarketing’s Search for a Common Language / _rPaul Farris, David Reibstein, and Karen Scheller -- _gCh. 4. _tMeasuring Brand Preference / _rMichael Hess and Allan R. Kuse -- _gCh. 5 _tMeasuring Return on Brand Investment / _rFrank Findley -- _gCh. 6. _tCustomer Lifetime Value (CLV) and Its Relevance to the Consumer Packaged Goods (CPG) Industry / _rV. Kumar and Sarang Sunder -- _gCh. 7 _tCustomer Lifetime Value in the Packaged Goods Industry / _rRick Abens and Debra Parcheta -- _gCh. 8. _tWhat Is Known About the Long-Term Impact of Advertising Dominique / _rM. Hanssens -- _gCh. 9. _tLong Term Effects of Marketing Actions / _rMichael Hess -- _gCh. 10. _tSocial Media - What Value for Marketing Measurement? / _rKate Sirkin -- _gPt. 3. _tLinking Finance and Marketing -- _gCh. 11. _tThe Relationship of Marketing and Finance / _rDon Sexton -- _gCh. 12. _tCreating a Partnership Between Marketing and Finance / _rJames Meier -- _gCh. 13. _tReporting on Brands / _rRoger Sinclair -- _gCh. 14. _tBrand Valuation in Accordance with GAAP and Legal Requirements / _rMarc Fischer -- _gCh. 15. _tCorporate Brand – The Company’s Most Valuable Asset / _rJim Gregory -- _gCh. 16. _tImplications of the Treatment of Marketing Expenses / _rMichael L. Moore -- _gCh. 17. _tMarketing Metric Audit Protocol (MMAP) / _rDavid W. Stewart, Allan R. Kuse, Margaret Henderson Blair -- _gPt. 4. _tOrganizational Dimensions of Marketing Accountability -- _gCh. 18. _tNavigating Barriers, Opportunity, and Change on the Marketing Accountability Journey, or Road to ROMI / _rMeg Blair and Pam Hoover Forbus -- _gCh. 19. _tMarketing Organization and Accountability / _rDavid W. Stewart and Robert Winsor -- _gCh. 20. _tEpilogue / _rCraig Gugel and David W. Stewart.
520			_aAccountable 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.
650		0	_aMarketing _xManagement _936
700	1		_aGugel, Craig _eedt _9737
700	1		_aStewart, David, _d1948- _eedt _9736
942			_2ddc _cBK