Accountable Marketing

Author : David W Stewart
Publisher : Routledge
ISBN 13 : 1317274830
Total Pages : 274 pages
Book Rating : 4.34/5 ( download)

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Download or read book Accountable Marketing written by David W Stewart and published by Routledge. This book was released on 2016-02-05 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : David W Stewart
Publisher : Routledge
ISBN 13 : 1317274822
Total Pages : 382 pages
Book Rating : 4.27/5 ( download)

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Download or read book Accountable Marketing written by David W Stewart and published by Routledge. This book was released on 2016-02-05 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Michael Dunn
Publisher : John Wiley and Sons
ISBN 13 : 0470443812
Total Pages : 520 pages
Book Rating : 4.11/5 ( download)

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Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by John Wiley and Sons. This book was released on 2009-02-17 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

Author : Malcolm McDonald
Publisher : Kogan Page Publishers
ISBN 13 : 074946335X
Total Pages : 304 pages
Book Rating : 4.59/5 ( download)

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Download or read book Marketing Accountability written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2011-01-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

Author : Peter J. Rosenwald (consultant.)
Publisher : Racom Communications
ISBN 13 : 9780324203592
Total Pages : 0 pages
Book Rating : 4.94/5 ( download)

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Download or read book Accountable Marketing written by Peter J. Rosenwald (consultant.) and published by Racom Communications. This book was released on 2004 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative and thorough treatment of measurable marketing provides managers with a reliable method to ensure they are getting more out of their marketing efforts. Includes a CD of 35 Interactive Templates.

Author : V. Kumar
Publisher : Emerald Group Publishing
ISBN 13 : 1838675639
Total Pages : 360 pages
Book Rating : 4.39/5 ( download)

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Download or read book Marketing Accountability for Marketing and Non-Marketing Outcomes written by V. Kumar and published by Emerald Group Publishing. This book was released on 2021-09-27 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Author : Robert Shaw
Publisher : Robert Shaw
ISBN 13 : 9781853348297
Total Pages : 278 pages
Book Rating : 4.95/5 ( download)

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Download or read book Marketing Accountability written by Robert Shaw and published by Robert Shaw. This book was released on 1997 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 1118507827
Total Pages : 304 pages
Book Rating : 4.27/5 ( download)

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Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2012-08-22 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.

Author : Michael Dunn
Publisher : Jossey-Bass
ISBN 13 : 9780787998325
Total Pages : 464 pages
Book Rating : 4.2X/5 ( download)

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Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by Jossey-Bass. This book was released on 2009-03-09 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

Author : Les Binet
Publisher :
ISBN 13 :
Total Pages : 132 pages
Book Rating : 4.13/5 ( download)

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Download or read book Marketing in the Era of Accountability written by Les Binet and published by . This book was released on 2007 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.