|aAccountable marketing :|blinking marketing actions to financial performance /|cedited by David W. Stewart and Craig T. Gugel.
|aNew York :|bRoutledge,|c2016.
|axxii, 274 p. :|bill. ;|c26 cm.
|aIncludes bibliographical references and index.
|gSection I.|tIntroduction: Making Marketing Accountable:|g1.|tDelivering to the marketing accountability mandate /|rMargaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart;|g2.|tLessons from the quality movement /|rDavid W. Stewart --|gSection II.|tLanguage, Measures, and Metrics: Establishing Standards:|g3.|tMarketing's search for a common language /|rPaul Farris, David J. Reibstein, and Karen Scheller;|g4.|tMeasuring brand preference /|rMichael Hess and Allan R. Kuse;|g5.|tMeasuring return on brand investment /|rFrank Findley;|g6.|tCustomer lifetime value and its relevance to the consumer packaged goods industry /|rV. Kumar and Sarang Sunder;|g7.|tCustomer lifetime value in the packaged goods industry /|rRick Abens and Debra Parcheta;|g8.|tWhat is known about the long-term impact of advertising /|rDominique M. Hanssens;|g9.|tLong-term effects of marketing actions /|rMichael Hess;|g10.|tSocial media: what value for marketing measurement? /|rKate Sirkin --|gSection III.|tLinking Finance and Marketing:|g11.|tThe relationship of marketing and finance /|rDonald E. Sexton;|g12.|tCreating a partnership between marketing and finance /|rJames Meier;|g13.|tReporting on brands /|rRoger Sinclair;|g14.|tBrand valuation in accordance with GAAP and legal requirements /|rMarc Fischer;|g15.|tMeasuring the value of corporate brands : translating corporate brand strategy into financial results /|rJames R. Gregory;|g16.|tTax implications of the treatment of marketing expenses /|rMichael L. Moore;|g17.|tThe marketing metric audit protocol /|rDavid W. Stewart, Margaret Henderson Blair, and Allan R. Kuse --|gSection IV.|tOrganizational Dimensions of Marketing Accountability:|g18.|tNavigating barriers, opportunity, and change on the marketing accountability journey, or road to ROMI /|rMargaret Henderson Blair and Pamela Hoover Forbus;|g19.|tMarketing organization and accountability /|rDavid W. Stewart and Robert D. Winsor;|g20.|tEpilogue /|rCraig T. Gugel and David W. Stewart
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.