Accountable Marketing

Linking marketing actions to financial performance

David W Stewart, Craig Gugel, David W Stewart, Craig T. Gugel, Craig Gugel, David W Stewart, Craig T. Gugel

• Publisher: Routledge
• Year: 2016
• eBook ISBN: 9781317274827
• Topic: Business
• Subtopic: Accounting
• Index: Business

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.

Index

A/B testing 34

Aaker, David A. 191

Abens, Rick 83–95

accountability 16, 31, 156, 243; ANA/Booz Allen classification 249–251; competitive nature of marketing 254–255; corporate branding 214; data 253; evolution of 244–247; financial 157, 256; FMCG brands 85–86; importance of 258; market orientation 256–257; Marketing Metric Audit Protocol 231; MASB 14–15, 160, 165, 236, 264; MillerCoors 163; need for 166; organizational culture 254; pressure for 235; processes 263; results management 162; return on marketing investment 10; transparency 257–258

accounting: brand valuation 182–183, 184–186, 197; reporting on brands 169–181; tax implications of marketing expenses 219–220, 222–224

accretion 174, 179

acquisition 31, 77, 89–90, 91, 94, 18...

Table of contents

• Cover Page
• Accountable Marketing
• Praise
• Title
• Copyright
• Dedication
• Contents
• List of Figures
• List of Tables
• List of Contributors
• Preface
• Acknowledgments
• SECTION I: Introduction: Making Marketing Accountable
• SECTION II: Language, Measures, and Metrics: Establishing Standards
• SECTION III: Linking Finance and Marketing
• SECTION IV: Organizational Dimensions of Marketing Accountability
• Index