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Accountable Marketing

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accountability
activities
Advertising Research
brand
Brand Equity
Brand Preference
brand valuation methods
Brand Valuation Model
cash
Category=KFCM
Category=KJMV1
Category=KJS
CE
CLV Metric
CLV Modeling
Common Language
Consumer Packaged Goods Industry
consumer packaged goods metrics
Corporate Brand
Discounted Cash Flow
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
equity
EVA
flow
FMCG Brand
Future Economic Benefits
Market Response Models
Marketing Accountability
marketing accountability standards
marketing finance integration
Marketing Measurement
marketing metric audit protocol
Marketing Metrics
Marketing Mix Modeling
Marketing Outcome
mix
MMAP
modelers
performance measurement systems
preference
return on marketing investment
ROI
spending
Tr Ac
Tv Ad
Vice Versa

Product details

  • ISBN 9780765647078
  • Weight: 544g
  • Dimensions: 178 x 254mm
  • Publication Date: 19 Feb 2016
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

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.
About
David W. Stewart holds the President’s Chair in Marketing and Law at Loyola Marymount University, USA. He is a former editor of the Journal of Marketing and the Journal of the Academy of Marketing Science and is the current editor of the Journal of Public Policy and Marketing. He is a co-founder and current chair of MASB and has consulted for a wide array of corporations, government agencies, and not-for-profit organizations. Craig T. Gugel is Assistant Professor of Advertising & Marketing Communications at Fashion Institute of Technology and President, CEO and Chief Research Officer of Gugelplex TV, Inc., USA. He is an advisory council member of the Marketing Accountability Standards Board and co-manages its Book Project team.