Accountable marketing : linking marketing actions to financial performance / David W. Stewart & Craig Gugel.
By: Stewart, David [author.].
Contributor(s): Gugel, Craig [author.].
Publisher: New York : Routledge, 2016Description: 274 pages cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780765647061 (hbk).Subject(s): Marketing -- ManagementGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.13 .S8744 2016 (Browse shelf) | Available | AU00000000011593 |
Preface -- 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 -- 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 -- The corporate brand : the company's most valuable asset -- Tax implications of the treatment of marketing expenses -- The 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.