Accountable Marketing Linking marketing actions to financial performance [Hardcover]

Accountable Marketingis 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 MASBs 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.

Preface Section 1 Introduction: Making Marketing Accountable 1. Delivering to the Marketing Accountability Mandate Margaret Henderson Blair, Mitch Barns, Kate Sirkin, and David W. Stewart2. Lessons from the Quality Movement David W. StewartSection 2 Language, Measures, and Metrics: Establishing Standards3. Marketings Search for a Common Language Paul Farris, David Reibstein, and Karen Scheller  4. Measuring Brand Preference Michael Hess and Allan R. Kuse5. Measuring Return on Brand InvestmelÓÍ