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Accountable Marketing
Accountable Marketing
📖 Book - PDF

Accountable Marketing

Linking marketing actions to financial performance
David W Stewart, Craig T. Gugel
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pages
274 pages
language
English
format
ePUB (mobile friendly) and PDF
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Available on iOS & Android
📖 Book - PDF

Accountable Marketing

Linking marketing actions to financial performance
David W Stewart, Craig T. Gugel
Book details
Table of contents
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About This Book

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.

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Information

Publisher
Taylor and Francis
Year
2016
ISBN
9781317274827
Topic
Business
Subtopic
Marketing
Edition
1

Table of contents