"The Growing Business Handbook is a superb reference tool for all businesses with growth potential, filled with valuable insights and guidance from SMB specialists in finance, HR, marketing, innovation, people and IT, as well as offering help on enterprise risk and useful legal advice. It is the...

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...