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 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.