Marketing Accountability

Marketing Accountability

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Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Marketing Accountability is a term that signifies management with data that is understandable to the management of the enterprise. Within marketing accountability the expression "integrated marketing communications" implies that marketing and communications are integrated within the business and management of the enterprise, not as a stand-alone functional silo. Analogous to other business functions like manufacturing and sales, accountable marketing is based on a set of valid outcome performance indicators and the associated activity input costs. Outcome performance indicators are called Effectiveness Metrics; Effectiveness combined with costs is called Efficiency. In order for indicators to be considered valid for accountability, they must meet a few minimum requirements. They need to measure marketing outcomes from the consumers' point of view, they need to include all marketing activities, they must be repeated over time, and they must meet statistical and technical metrology criteria required of all measurement systems.
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Product details

  • Paperback | 84 pages
  • 152 x 229 x 5mm | 136g
  • United States
  • English
  • 6135999869
  • 9786135999860