Accountable Marketing

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Accountable Marketing

Author : David W Stewart
Publisher : Routledge
ISBN 13 : 1317274830
Total Pages : 274 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Accountable Marketing by : David W Stewart

Download or read book Accountable Marketing written by David W Stewart and published by Routledge. This book was released on 2016-02-05 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : David W Stewart
Publisher : Routledge
ISBN 13 : 1317274822
Total Pages : 382 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Accountable Marketing by : David W Stewart

Download or read book Accountable Marketing written by David W Stewart and published by Routledge. This book was released on 2016-02-05 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Accountability

Author : Malcolm McDonald
Publisher : Kogan Page Publishers
ISBN 13 : 074946335X
Total Pages : 304 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Marketing Accountability by : Malcolm McDonald

Download or read book Marketing Accountability written by Malcolm McDonald and published by Kogan Page Publishers. This book was released on 2011-01-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Michael Dunn
Publisher : John Wiley and Sons
ISBN 13 : 0470443812
Total Pages : 520 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis The Marketing Accountability Imperative by : Michael Dunn

Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by John Wiley and Sons. This book was released on 2009-02-17 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Peter J. Rosenwald (consultant.)
Publisher : Racom Communications
ISBN 13 : 9780324203592
Total Pages : 0 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Accountable Marketing by : Peter J. Rosenwald (consultant.)

Download or read book Accountable Marketing written by Peter J. Rosenwald (consultant.) and published by Racom Communications. This book was released on 2004 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 for Marketing and Non-Marketing Outcomes

Author : V. Kumar
Publisher : Emerald Group Publishing
ISBN 13 : 1838675639
Total Pages : 360 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar

Download or read book Marketing Accountability for Marketing and Non-Marketing Outcomes written by V. Kumar and published by Emerald Group Publishing. This book was released on 2021-09-27 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Marketing Accountability

Author : Robert Shaw
Publisher : Robert Shaw
ISBN 13 : 9781853348297
Total Pages : 278 pages
Book Rating : 4.3/5 (482 download)

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Book Synopsis Marketing Accountability by : Robert Shaw

Download or read book Marketing Accountability written by Robert Shaw and published by Robert Shaw. This book was released on 1997 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Calculator

Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 1118507827
Total Pages : 304 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Marketing Calculator by : Guy R. Powell

Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2012-08-22 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Marketing Accountability Imperative

Author : Michael Dunn
Publisher : Jossey-Bass
ISBN 13 : 9780787998325
Total Pages : 464 pages
Book Rating : 4.9/5 (983 download)

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Book Synopsis The Marketing Accountability Imperative by : Michael Dunn

Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by Jossey-Bass. This book was released on 2009-03-09 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Technologies

Author : Elena Simakova
Publisher : Routledge
ISBN 13 : 0415624770
Total Pages : 210 pages
Book Rating : 4.4/5 (156 download)

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Book Synopsis Marketing Technologies by : Elena Simakova

Download or read book Marketing Technologies written by Elena Simakova and published by Routledge. This book was released on 2013 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unravelling the construction of expectations, inclusions and exclusions around emerging technologies, this reflexive account also tackles uneasy practical and methodological questions pertinent to corporate ethnography.

How Not to Suck At Marketing

Author : Jeff Perkins
Publisher : How2Conquer
ISBN 13 : 1945783168
Total Pages : 212 pages
Book Rating : 4.9/5 (457 download)

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Book Synopsis How Not to Suck At Marketing by : Jeff Perkins

Download or read book How Not to Suck At Marketing written by Jeff Perkins and published by How2Conquer. This book was released on 2021-09-01 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you’ve ever felt like you suck at marketing, you’re not alone. Survive and thrive in today’s digital world. Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all. Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge. But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape. Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to: - Create a focused marketing program that drives results - Collaborate effectively with the key stakeholders - Assemble a high-performing marketing team - Define and nurture your company (and personal) brand - Build a focused career and find the right job for you Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide.

Marketing Accountability for Marketing and Non-Marketing Outcomes

Author : V. Kumar
Publisher : Emerald Group Publishing
ISBN 13 : 1838675655
Total Pages : 273 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar

Download or read book Marketing Accountability for Marketing and Non-Marketing Outcomes written by V. Kumar and published by Emerald Group Publishing. This book was released on 2021-09-27 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

The Routledge Companion to Strategic Marketing

Author : Bodo B. Schlegelmilch
Publisher : Routledge
ISBN 13 : 1351038656
Total Pages : 507 pages
Book Rating : 4.3/5 (51 download)

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Book Synopsis The Routledge Companion to Strategic Marketing by : Bodo B. Schlegelmilch

Download or read book The Routledge Companion to Strategic Marketing written by Bodo B. Schlegelmilch and published by Routledge. This book was released on 2020-11-24 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Accountable Advertising

Author : Simon Broadbent
Publisher :
ISBN 13 : 9781899314614
Total Pages : 302 pages
Book Rating : 4.3/5 (146 download)

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Book Synopsis Accountable Advertising by : Simon Broadbent

Download or read book Accountable Advertising written by Simon Broadbent and published by . This book was released on 1997 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Direct and Digital Marketing in Practice

Author : Brian Thomas
Publisher : A&C Black
ISBN 13 : 1408134365
Total Pages : 942 pages
Book Rating : 4.4/5 (81 download)

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Book Synopsis Direct and Digital Marketing in Practice by : Brian Thomas

Download or read book Direct and Digital Marketing in Practice written by Brian Thomas and published by A&C Black. This book was released on 2011-01-27 with total page 942 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing in the Era of Accountability

Author : Les Binet
Publisher :
ISBN 13 :
Total Pages : 132 pages
Book Rating : 4.3/5 (555 download)

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Book Synopsis Marketing in the Era of Accountability by : Les Binet

Download or read book Marketing in the Era of Accountability written by Les Binet and published by . This book was released on 2007 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.

The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI

Author : Leslie Moeller
Publisher : McGraw Hill Professional
ISBN 13 : 0071615067
Total Pages : 241 pages
Book Rating : 4.0/5 (716 download)

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Book Synopsis The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI by : Leslie Moeller

Download or read book The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI written by Leslie Moeller and published by McGraw Hill Professional. This book was released on 2009-01-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical. The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to: Understand, classify, and choose Analytics Put the analytics to work with the right decision-support Systems & Tools Establish Processes that integrate the analytics and tools into operations Use Organizational Alignment to assure company-wide acceptance and execution of the system To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company. By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.