Accountable Marketing

Accountable Marketing
Author: David W Stewart
Publisher: Routledge
Total Pages: 382
Release: 2016-02-05
Genre: Business & Economics
ISBN: 1317274822
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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.

Accountable Marketing

Accountable Marketing
Author: David W Stewart
Publisher: Routledge
Total Pages: 299
Release: 2016-02-05
Genre: Business & Economics
ISBN: 1317274830
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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.

The Marketing Accountability Imperative

The Marketing Accountability Imperative
Author: Michael Dunn
Publisher: John Wiley and Sons
Total Pages: 520
Release: 2009-02-17
Genre: Business & Economics
ISBN: 0470443812
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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.

Accountable Marketing

Accountable Marketing
Author: Peter J. Rosenwald (consultant.)
Publisher: Racom Communications
Total Pages: 0
Release: 2004
Genre: Business & Economics
ISBN: 9780324203592
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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.

Marketing Accountability

Marketing Accountability
Author: Malcolm McDonald
Publisher: Kogan Page Publishers
Total Pages: 304
Release: 2011-01-03
Genre: Business & Economics
ISBN: 074946335X
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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.

The Marketing Accountability Imperative

The Marketing Accountability Imperative
Author: Michael Dunn
Publisher: Jossey-Bass
Total Pages: 464
Release: 2009-03-09
Genre: Business & Economics
ISBN: 9780787998325
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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.

Marketing Calculator

Marketing Calculator
Author: Guy R. Powell
Publisher: John Wiley & Sons
Total Pages: 304
Release: 2012-08-22
Genre: Business & Economics
ISBN: 1118507827
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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.

The Routledge Companion to Strategic Marketing

The Routledge Companion to Strategic Marketing
Author: Bodo B. Schlegelmilch
Publisher: Routledge
Total Pages: 507
Release: 2020-11-24
Genre: Business & Economics
ISBN: 1351038656
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The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Direct and Digital Marketing in Practice

Direct and Digital Marketing in Practice
Author: Brian Thomas
Publisher: A&C Black
Total Pages: 632
Release: 2011-01-27
Genre: Business & Economics
ISBN: 1408134365
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Direct and Digital Marketing in Practice is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers. Fully updated for this new edition to reflect the impact of the Internet on marketing, this book is the only comprehensive textbook written entirely by currently practising professionals. It covers vital issues such as: the new marketing landscape; gaining customer insight; integrating traditional and digital media; and campaign planning and budgeting.

Accountable Marketing

Accountable Marketing
Author: Wendy Bold
Publisher:
Total Pages: 142
Release: 2015-07-20
Genre: Accountants
ISBN: 9780992530303
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Accountable Marketing - Do-able, Spin Free Marketing for Accountants & Financial Advisers provides a practical 4-step approach to marketing for time poor and budget conscious accounting and financial advice professionals. It is a how-to book that requires just 5 key marketing resources. Offering plenty of examples and case studies, this book outlines easy to implement brand boosting and response generating marketing resources that are practical in an environment where time and budget are often limited and where measurement and tangible outcomes are valued.