Accountable marketing
Subtitle: linking marketing actions to financial performance
By: edited by David W. Stewart and Craig Gugel
Contributors: Gugel, Craig, author
Publisher: Routledge
Published: 2016
Language: eng
Number of pages: 274
ISBN-13: 9780765647061; 9780765647078
Subjects: Marketing; Management
Notes: Includes bibliographical references and index.
Table of contents: title: Preface; title: Introduction: making marketing accountable; title: Delivering to the marketing accountability mandate; title: Lessons from the quality movement; title: Language, measures, and metrics: establishing standards; title: Marketing's search for a common language; title: Measuring brand preference; title: Measuring return on brand investment; title: Customer lifetime value (CLV) and its relevance to the consumer packaged goods (CPG) industry; title: Customer lifetime value in the packaged goods industry; title: What is known about the long-term impact of advertising; title: Long term effects of marketing actions; title: Social media; title: what value for marketing measurement?; title: Linking finance and marketing; title: The relationship of marketing and finance; title: Creating a partnership between marketing and finance; title: Reporting on brands; title: Brand valuation in accordance with gaap and legal requirements; title: The corporate brand : the company's most valuable asset; title: Tax implications of the treatment of marketing expenses; title: The marketing metric audit protocol (MMAP); title: Organizational dimensions of marketing accountability; title: Navigating barriers, opportunity, and change on the marketing accountability journey, or road to romi; title: Marketing organization and accountability; title: Epilogue.