Marketing Accountability
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The Marketing Accountability Imperative
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Author : Michael Dunn
language : en
Publisher: John Wiley and Sons
Release Date : 2009-02-17
The Marketing Accountability Imperative written by Michael Dunn and has been published by John Wiley and Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-02-17 with Business & Economics categories.
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 Accountability
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Author : Malcolm McDonald
language : en
Publisher: Kogan Page Publishers
Release Date : 2011-01-03
Marketing Accountability written by Malcolm McDonald and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-03 with Business & Economics categories.
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.
Marketing Accountability
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Author : Robert Shaw
language : en
Publisher: Robert Shaw
Release Date : 1997
Marketing Accountability written by Robert Shaw and has been published by Robert Shaw this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Consumer satisfaction categories.
Accountable Marketing
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Author : David W Stewart
language : en
Publisher: Routledge
Release Date : 2016-02-05
Accountable Marketing written by David W Stewart and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-05 with Business & Economics categories.
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 For Marketing And Non Marketing Outcomes
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Author : V. Kumar
language : en
Publisher: Emerald Group Publishing
Release Date : 2021-09-27
Marketing Accountability For Marketing And Non Marketing Outcomes written by V. Kumar and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-27 with Business & Economics categories.
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
The Marketing Accountability Imperative
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Author : Michael Dunn
language : en
Publisher: Jossey-Bass
Release Date : 2009-03-09
The Marketing Accountability Imperative written by Michael Dunn and has been published by Jossey-Bass this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-09 with Business & Economics categories.
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 Accountability
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Author : Malcolm McDonald
language : en
Publisher:
Release Date : 2011
Marketing Accountability written by Malcolm McDonald and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
Based on seven years of research into global best practice in marketing, "Marketing Accountability" investigates every aspect of this key topic, including strategic marketing planning and marketing due diligence.
Master Of Marketing Measurement
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Author : Allan R. Kuse
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2020-11-25
Master Of Marketing Measurement written by Allan R. Kuse and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-25 with Business & Economics categories.
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair’s thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors’ comments prior to each chapter provide context to the collection as a whole and Blair’s individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
Marketing Effectiveness And Accountability In Smes
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Author : Trevor A. Smith
language : en
Publisher: Springer Nature
Release Date : 2022-09-27
Marketing Effectiveness And Accountability In Smes written by Trevor A. Smith and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-27 with Business & Economics categories.
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
Marketing Value Metrics
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Author : Malcolm McDonald
language : en
Publisher: Kogan Page Publishers
Release Date : 2014-10-03
Marketing Value Metrics written by Malcolm McDonald and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-03 with Business & Economics categories.
This second edition of Marketing Accountability, now transformed to Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows how marketing systematically contributes to shareholder value, but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.