Accountable marketing : linking marketing actions to financial performance
著者
書誌事項
Accountable marketing : linking marketing actions to financial performance
Routledge, 2016
- : hbk
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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 Standards 3. Marketing's Search for a Common Language Paul Farris and David Reibstein 4. Measuring Brand Preference Michael Hess and Allan R. Kuse 5. Measuring Return on Brand Investment Frank Findley 6. Customer Lifetime Value (CLV) and Its Relevance to the Consumer Packaged Goods (CPG) Industry V. Kumar and Sarang Sunder 7. Customer Lifetime Value in the Packaged Goods Industry Rick Abens and Debra Parcheta 8. What Is Known About the Long-Term Impact of Advertising Dominique M. Hanssens 9. Long Term Effects of Marketing Actions Michael Hess 10. Social Media - What Value for Marketing Measurement? Kate Sirkin Section 3 Linking Finance and Marketing 11. The Relationship of Marketing and Finance Don Sexton 12. Creating a Partnership Between Marketing and Finance James Meier 13. Reporting on Brands Roger Sinclair 14. Brand Valuation in Accordance with GAAP and Legal Requirements Marc Fischer 15. Corporate Brand - The Company's Most Valuable Asset Jim Gregory 16. Implications of the Treatment of Marketing Expenses Michael L. Moore 17. Marketing Metric Audit Protocol (MMAP) David W. Stewart, Allan R. Kuse, Margaret Henderson BlairSection 4 Organizational Dimensions of Marketing Accountability 18. Navigating Barriers, Opportunity, and Change on the Marketing Accountability Journey, or Road to ROMI Meg Blair and Pam Hoover Forbus 19. Marketing Organization and Accountability David W. Stewart and Robert Winsor 20. Epilogue Craig Gugel and David W. Stewart
「Nielsen BookData」 より