The MASB Book Project Team completed its first phase with the publication of Accountable Marketing: Linking Marketing Actions to Financial Performance (Routledge March 2016).
The project team compiled the best of MASB work in an edited book that is accessible to the general business & academic communities, providing a rallying point for those committed to greater accountability in marketing, the development of standards for marketing reporting, and a stronger role for marketing in the strategic decision making of the firm.
