Accountable Marketing

Linking marketing actions to financial performance

Business & Finance, Accounting, Marketing & Sales
Cover of the book Accountable Marketing by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781317274827
Publisher: Taylor and Francis Publication: February 5, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317274827
Publisher: Taylor and Francis
Publication: February 5, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Interaction in the Language Curriculum by
Cover of the book The Social Services of Modern England by
Cover of the book Sex and Eroticism in Mesopotamian Literature by
Cover of the book Handbook on Student Development by
Cover of the book Cross Curricular Teaching and Learning in the Secondary School… Science by
Cover of the book Heart and Mind by
Cover of the book Learning Strategies by
Cover of the book County Borough Elections in England and Wales, 1919–1938: A Comparative Analysis by
Cover of the book Printed Matters by
Cover of the book A History of Women in Ireland, 1500-1800 by
Cover of the book The Value of Transnational Medical Research by
Cover of the book Psychology of Aging by
Cover of the book Sustainable Landscape Planning by
Cover of the book The Philosophy of John Locke by
Cover of the book Succeeding in Business in Central and Eastern Europe by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy