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Accountable marketing : linking marketing actions to financial performance

Author: David Stewart; Craig Gugel
Publisher: New York : Routledge, 2016.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: David Stewart; Craig Gugel
ISBN: 9780765647061 0765647060 9780765647078 0765647079
OCLC Number: 931476763
Description: xxiii, 274 pages : illustrations ; 27 cm
Contents: 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.
Responsibility: David W. Stewart & Craig Gugel.

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Marketing science has empirically demonstrated the impact of marketing on business success. By promoting common standards and language, MASB is advancing the dialogue with finance about the value of Read more...

 
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