“Accountable marketing” sounds like a Marketing term, and it certainly is one, but it is a crucial subject for Finance as well.
Marketing accountability empowers both CMO and CFO with metrics that standardize marketing measurement, improving both forecasting and the assessment of financial return.
MASB addresses the complexities of the issue in the new book, Accountable Marketing: Linking Marketing Actions to Financial Performance (© 2016 – Routledge).
Edited by David W. Stewart, Ph.D., President’s Chair in Marketing and Law at Loyola Marymount University, and Craig Gugel, CEO of Gugelplex TV, Inc., the book tackles a number of critical business topics, including:
- Marketing Accountability
- Lessons from the Quality Movement
- Brand Preference
- Brand Valuation
- Long-term Effects of Advertising
- Social Media
- The Marketing–Finance Interface
Accountable Marketing: Linking Marketing Actions to Financial Performance is available for purchase from Routledge. ORDER YOUR COPY TODAY!