Extent: | xxii, 274 Seiten Illustrationen |
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Series: | |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Aufsatzsammlung ; Sammelwerk ; Collection of articles of several authors ; Lehrbuch ; Textbook |
Language: | English |
Notes: | Enthält 20 Beiträge PrefaceIntroduction: making marketing accountable -- Delivering to the marketing accountability mandate -- Lessons from the quality movement -- Language, measures, and metrics: establishing standards -- Marketing's search for a common language -- Measuring brand preference -- Measuring return on brand investment -- Customer lifetime value (CLV) and its relevance to the consumer packaged goods (CPG) industry -- Customer lifetime value in the packaged goods industry -- What is known about the long-term impact of advertising -- Long term effects of marketing actions -- Social media - what value for marketing measurement? -- Linking finance and marketing -- The relationship of marketing and finance -- Creating a partnership between marketing and finance -- Reporting on brands -- Brand valuation in accordance with gaap and legal requirements -- The corporate brand : the company's most valuable asset -- Tax implications of the treatment of marketing expenses -- The marketing metric audit protocol (MMAP) -- Organizational dimensions of marketing accountability -- Navigating barriers, opportunity, and change on the marketing accountability journey, or road to romi -- Marketing organization and accountability -- Epilogue. |
ISBN: | 978-0-7656-4707-8 ; 978-0-7656-4706-1 ; 978-1-315-63970-3 |
Classification: | Marketing ; Investition, Finanzierung ; Finanzwissenschaft ; Unternehmensführung |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011406935