It is said, “Don’t judge a book by its cover,” but the cover of Accountable Marketing: Linking Marketing Actions to Financial Performance gives an excellent indication of the scope and value of the new book by the Finance and Marketing thought leaders at MASB, the Marketing Accountability Standards Board.
According to the jacket:
The book covers core marketing issues and topics, including finance, social media, language and metrics standards, and the long-term consequences of marketing decisions. Drawing on the knowledge of expert contributors, editors David Stewart and Craig Gugel offer a complete, internationally-based discussion on marketing accountability.
This book acts as a reference point for the development of standards in marketing reporting by linking marketing activities and their outcomes to the financial performance of a firm.
Accountable Marketing: Linking Marketing Actions to Financial Performance is slated for publication by Routledge on Feb. 24. PRE-ORDER TODAY!