Accountable Marketing
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| Author | : David W Stewart |
| Publisher | : Routledge |
| Total Pages | : 299 |
| Release | : 2016-02-05 |
| Genre | : Business & Economics |
| ISBN | : 1317274830 |
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.
| Author | : David W Stewart |
| Publisher | : Routledge |
| Total Pages | : 382 |
| Release | : 2016-02-05 |
| Genre | : Business & Economics |
| ISBN | : 1317274822 |
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.
| Author | : Michael Dunn |
| Publisher | : John Wiley and Sons |
| Total Pages | : 520 |
| Release | : 2009-02-17 |
| Genre | : Business & Economics |
| ISBN | : 0470443812 |
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.
| Author | : V. Kumar |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 273 |
| Release | : 2021-09-27 |
| Genre | : Business & Economics |
| ISBN | : 1838675655 |
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
| Author | : Susan K. Jones |
| Publisher | : Maximum Press |
| Total Pages | : 366 |
| Release | : 2009 |
| Genre | : Industrial marketing |
| ISBN | : 1931644691 |
Updated with cutting-edge online examples and the latest success stories, this accessible handbook will enable any company to profit from business-to-business techniques. Practical yet visionary, this resource provides a blueprint for success by explaining seven proven strategies for increasing profits by direct marketing. Chapters include website references, internet-use statistics, and other developments such as CRM, search-engine optimization, blogging, wikis, podcasting, and social networks. Packed with real-world advice, this new edition also features a personal password to access the companion website for regularly updated news, links, and additional resources.
| Author | : Mukerjee |
| Publisher | : Excel Books India |
| Total Pages | : 676 |
| Release | : 2009 |
| Genre | : Industrial marketing |
| ISBN | : 9788174467003 |
| Author | : Guy R. Powell |
| Publisher | : John Wiley & Sons |
| Total Pages | : 304 |
| Release | : 2012-08-22 |
| Genre | : Business & Economics |
| ISBN | : 1118507827 |
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
| Author | : Elena Simakova |
| Publisher | : Routledge |
| Total Pages | : 210 |
| Release | : 2013-05-07 |
| Genre | : Business & Economics |
| ISBN | : 1136238107 |
Global corporations initiate, join and maintain socio-technological change and hence, alter the ways in which we organize our lives. Demanding significant investment of resources and time, the development and implementation of new technologies on different levels must take into consideration these subtle processes. As such, it is particularly important that we have a greater insight into the practices of hi-tech corporations, in view of the often inflated promises of and concerns about the destiny of technological breakthroughs, especially those promising sizeable economic outcomes and societal transformation. Elena Simakova undertook a lengthy ethnographic study, working alongside marketing managers in a global IT corporation in their Europe, Middle East and Africa (EMEA) headquarters in the UK. Using the experience gained through a close participation in their everyday corporate rituals and routines, her account challenges common perceptions of how corporations make the world think and act with regard to technologies in particular ways. The book contains an interesting case study on the launch of a radio frequency identification (RFID) based solution. Unravelling the construction of expectations, inclusions and exclusions around emerging technologies, this reflexive account also tackles uneasy practical and methodological questions pertinent to corporate ethnography. This book is an essential read for scholars in science and technology studies, economic sociology, anthropology, as well as management and organizational studies and research policy.
| Author | : Les Binet |
| Publisher | : |
| Total Pages | : 132 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : |
This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.
| Author | : JOBBER, DAVID/E |
| Publisher | : McGraw Hill |
| Total Pages | : 845 |
| Release | : 2016-03-16 |
| Genre | : Business & Economics |
| ISBN | : 0077174151 |
EBOOK: Principles and Practice of Marketing
