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000785429 019__ $$a938399987$$a938788961$$a958095775$$a958392523
000785429 020__ $$a9781317274827$$q(electronic book)
000785429 020__ $$a1317274822$$q(electronic book)
000785429 020__ $$z9781315639703
000785429 020__ $$z131563970X
000785429 020__ $$z9780765647061
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000785429 035__ $$a(OCoLC)ocn937719340
000785429 035__ $$a(NhCcYBP)EBC4391842
000785429 035__ $$a785429
000785429 040__ $$aNhCcYBP$$beng$$cNhCcYBP
000785429 050_4 $$aHF5415.13$$b.S8744 2016eb
000785429 08204 $$a658.8$$223
000785429 1001_ $$aStewart, David,$$d1948-$$eauthor.
000785429 24510 $$aAccountable marketing :$$blinking marketing actions to financial performance /$$cDavid W. Stewart and Craig Gugel.
000785429 264_1 $$aNew York :$$bRoutledge, Taylor and Francis Group,$$c2016.
000785429 300__ $$a1 online resource (xxiii, 274 pages) :$$billustrations
000785429 336__ $$atext$$btxt$$2rdacontent
000785429 337__ $$acomputer$$bc$$2rdamedia
000785429 338__ $$aonline resource$$bcr$$2rdacarrier
000785429 504__ $$aIncludes bibliographical references and index.
000785429 5050_ $$aPreface -- Introduction: making marketing accountable -- Delivering to the marketing accountability mandate -- Lessons from the quality movement -- Language, measures, and metrics: establishing standards -- Marketing's search for a common language -- Measuring brand preference -- Measuring return on brand investment -- Customer lifetime value (CLV) and its relevance to the consumer packaged goods (CPG) industry -- Customer lifetime value in the packaged goods industry -- What is known about the long-term impact of advertising -- Long term effects of marketing actions -- Social media -- what value for marketing measurement? -- Linking finance and marketing -- The relationship of marketing and finance -- Creating a partnership between marketing and finance -- Reporting on brands -- Brand valuation in accordance with gaap and legal requirements -- The corporate brand : the company's most valuable asset -- Tax implications of the treatment of marketing expenses -- The marketing metric audit protocol (MMAP) -- Organizational dimensions of marketing accountability -- Navigating barriers, opportunity, and change on the marketing accountability journey, or road to romi -- Marketing organization and accountability -- Epilogue.
000785429 506__ $$aAccess limited to authorized users
000785429 588__ $$aDescription based on print version record.
000785429 650_0 $$aMarketing$$xManagement.
000785429 7001_ $$aGugel, Craig,$$eauthor.
000785429 77608 $$iPrint version:$$aStewart, David, 1948-$$tAccountable marketing.$$dNew York : Routledge, Taylor and Francis Group, 2016$$z9781315639703$$w(DLC)   2015047661$$w(OCoLC)931476763
000785429 85280 $$bebk$$hProQuest Ebook Central
000785429 85640 $$3ProQuest Ebook Central$$uhttps://univsouthin.idm.oclc.org/login?url=http://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4391842$$zOnline Access
000785429 909CO $$ooai:library.usi.edu:785429$$pGLOBAL_SET
000785429 980__ $$aEBOOK
000785429 980__ $$aBIB
000785429 982__ $$aEbook
000785429 983__ $$aOnline