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 language -- Measuring brand preference -- Measuring...

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s...