Preface -- Introduction: 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 … known about the long-term impact of advertising -- Long term effects of marketing actions -- Social media - what value for …

Many organizations have found that the value to business operations and financial performance created by the marketing … challenging marketers to document marketing’s contribution to the bottom-line and link marketing investments and assets to metrics … that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically …