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Marketing Accountability for Marketing and Non-Marketing Outcomes

2021-09-27 Business & Economics
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Release : 2021-09-27
Genre : Business & Economics
Kind : eBook
Book Rating : 639/5 ( reviews)

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Book Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar

Download or read book Marketing Accountability for Marketing and Non-Marketing Outcomes written by V. Kumar. This book was released on 2021-09-27. Available in PDF, EPUB and Kindle. Book excerpt: Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Marketing Accountability for Marketing and Non-Marketing Outcomes

2021-09-27 Business & Economics
Download Marketing Accountability for Marketing and Non-Marketing Outcomes PDF Online Free

Author :
Release : 2021-09-27
Genre : Business & Economics
Kind : eBook
Book Rating : 655/5 ( reviews)

GET EBOOK


Book Synopsis Marketing Accountability for Marketing and Non-Marketing Outcomes by : V. Kumar

Download or read book Marketing Accountability for Marketing and Non-Marketing Outcomes written by V. Kumar. This book was released on 2021-09-27. Available in PDF, EPUB and Kindle. Book excerpt: Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Accountable Marketing

2016-02-05 Business & Economics
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Release : 2016-02-05
Genre : Business & Economics
Kind : eBook
Book Rating : 822/5 ( reviews)

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Book Synopsis Accountable Marketing by : David W Stewart

Download or read book Accountable Marketing written by David W Stewart. This book was released on 2016-02-05. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Master of Marketing Measurement

2020-11-25 Business & Economics
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Release : 2020-11-25
Genre : Business & Economics
Kind : eBook
Book Rating : 816/5 ( reviews)

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Book Synopsis Master of Marketing Measurement by : Allan R. Kuse

Download or read book Master of Marketing Measurement written by Allan R. Kuse. This book was released on 2020-11-25. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Marketing Accountability Imperative

2009-02-17 Business & Economics
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Release : 2009-02-17
Genre : Business & Economics
Kind : eBook
Book Rating : 812/5 ( reviews)

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Book Synopsis The Marketing Accountability Imperative by : Michael Dunn

Download or read book The Marketing Accountability Imperative written by Michael Dunn. This book was released on 2009-02-17. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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