Marketing Accountability
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Author |
: Malcolm McDonald |
Publisher |
: Kogan Page Publishers |
Total Pages |
: 304 |
Release |
: 2011-01-03 |
ISBN-10 |
: 9780749463359 |
ISBN-13 |
: 074946335X |
Rating |
: 4/5 (59 Downloads) |
Synopsis Marketing Accountability by : Malcolm McDonald
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.
Author |
: Michael Dunn |
Publisher |
: John Wiley and Sons |
Total Pages |
: 520 |
Release |
: 2009-02-17 |
ISBN-10 |
: 9780470443811 |
ISBN-13 |
: 0470443812 |
Rating |
: 4/5 (11 Downloads) |
Synopsis The Marketing Accountability Imperative by : Michael Dunn
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 |
: Les Binet |
Publisher |
: |
Total Pages |
: 132 |
Release |
: 2007 |
ISBN-10 |
: NWU:35556038667713 |
ISBN-13 |
: |
Rating |
: 4/5 (13 Downloads) |
Synopsis Marketing in the Era of Accountability by : Les Binet
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 |
: David W Stewart |
Publisher |
: Routledge |
Total Pages |
: 299 |
Release |
: 2016-02-05 |
ISBN-10 |
: 9781317274834 |
ISBN-13 |
: 1317274830 |
Rating |
: 4/5 (34 Downloads) |
Synopsis Accountable Marketing by : David W Stewart
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 |
: V. Kumar |
Publisher |
: Emerald Group Publishing |
Total Pages |
: 360 |
Release |
: 2021-09-27 |
ISBN-10 |
: 9781838675639 |
ISBN-13 |
: 1838675639 |
Rating |
: 4/5 (39 Downloads) |
Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
Author |
: Robert Shaw |
Publisher |
: Robert Shaw |
Total Pages |
: 278 |
Release |
: 1997 |
ISBN-10 |
: 1853348295 |
ISBN-13 |
: 9781853348297 |
Rating |
: 4/5 (95 Downloads) |
Synopsis Marketing Accountability by : Robert Shaw
Author |
: V. Kumar |
Publisher |
: Emerald Group Publishing |
Total Pages |
: 273 |
Release |
: 2021-09-27 |
ISBN-10 |
: 9781838675653 |
ISBN-13 |
: 1838675655 |
Rating |
: 4/5 (53 Downloads) |
Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
Author |
: Michael Dunn |
Publisher |
: Jossey-Bass |
Total Pages |
: 464 |
Release |
: 2009-03-09 |
ISBN-10 |
: 078799832X |
ISBN-13 |
: 9780787998325 |
Rating |
: 4/5 (2X Downloads) |
Synopsis The Marketing Accountability Imperative by : Michael Dunn
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 |
: Trevor A. Smith |
Publisher |
: Springer Nature |
Total Pages |
: 218 |
Release |
: 2022-09-27 |
ISBN-10 |
: 9783031098611 |
ISBN-13 |
: 3031098617 |
Rating |
: 4/5 (11 Downloads) |
Synopsis Marketing Effectiveness and Accountability in SMEs by : Trevor A. Smith
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.
Author |
: Allan R. Kuse |
Publisher |
: Cambridge Scholars Publishing |
Total Pages |
: 469 |
Release |
: 2020-11-25 |
ISBN-10 |
: 9781527562813 |
ISBN-13 |
: 1527562816 |
Rating |
: 4/5 (13 Downloads) |
Synopsis Master of Marketing Measurement by : Allan R. Kuse
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.