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Accountable Marketing by David W Stewart,Craig T. Gugel Pdf
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Author : Michael Dunn Publisher : John Wiley and Sons Page : 520 pages File Size : 40,9 Mb Release : 2009-02-17 Category : Business & Economics ISBN : 9780470443811
The Marketing Accountability Imperative by Michael Dunn Pdf
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.
Advertising: Methods, Research and Practices by Noprita Herari,Ulani Yunus,Santosh Swarnakar,Dr. Linie Darli,Suchivrat Arya,Aijaz Ahmad Mir,Md. Nuruddin Pier Shihab,Lakshita Pant,Dr. Shrinkhala Upadhyaya,Dr. Mona Gupta,Dr. Chetna Bhatia,Dr. Anjali Gupta,Manna Dey,Dr. Abhilasha R,Gadamsetty Surya,Manisha Khanal,Akshoy Kumar Das Chakravorty,Dr. Seema Shukla,Ms. Ashiqha Sultana,Dr. Jisha K,Saranya P S,Dr. Kongkona Dutta,Dr. Shafia Jan,Mohammad Azhar Ishaq,Ritika Sanwal,Vani Harpanahalli,Nagunuri. Srinivas,P. Ganesh Anand,Dr. Ravi Kant Vajpai,Dr. Alka Sanyal,Mr. Adarsh Kumar,Dr. Rachna Patel,Dr. Samuel Okechukwu Omeje,Buike Oparaugo,Dr. Obiora C. Igwebuike,Jyoti Dutta,Dr. Kuldeep Siwach,Alex Arghya Adhikari,Devaki V,Dr. Archana Sharma,Arpan Paul,Vimal Kr. Singh,Tran Minh Tung,Sanchita Chatterjee,Dr. Rohit Ganguly,Dr. Manpreet Kaur,Vaishali Sinha,Shailja Singh,Manishi Shriwas,Dr. C. M. Vinaya Kumar,Dr. Shruti Mehrotra,Dr. Reshmi Naskar,Sumedha Halder Pdf
Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.
Direct and Digital Marketing in Practice by Brian Thomas,Matthew Housden Pdf
Direct and Digital Marketing in Practice is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers. Fully updated for this new edition to reflect the impact of the Internet on marketing, this book is the only comprehensive textbook written entirely by currently practising professionals. It covers vital issues such as: the new marketing landscape; gaining customer insight; integrating traditional and digital media; and campaign planning and budgeting.
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
The SAGE Handbook of Marketing Ethics by Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor Pdf
The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections
Vulcans, Earthlings and Marketing ROI by David Rutherford,Jonathan Knowles Pdf
Co-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It’s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?” In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.
ICTMT 2019 by Sharina Osman,Ilham Sentosa,Putu Ngurah Suyatna Yasa,Mirsa Umiyati,I Gede Suranaya Pandit Pdf
The 1st International Conference on Tourism, Management and Technology is motivated by improving the quality of research and development relating to tourism, management and technology fields. Thus, this conference has aims: (1) to bring together the scientists, researchers and practitioners, and lecturers. (2) To share and to discuss theoretical and practical knowledge about innovation in tourism, management and technology fields. The conference took place in Universiti Kuala Lumpur, Malaysia, on August, 17th 2019. There are 34 papers that are participated from various topics. The conference involves tourism, management and technology fields, such as; Media and Technology in Tourism, Innovation in Tourism, The Theoretical Perspective on Tourism, Sustainable Tourism, Gender and Diversity Issue in Tourism, Technology and Management on Tourism, Law in Tourism, Health Tourism, Tourism Policy and Planning, Tourism and Environment, Finance in Tourism. Specifically, this conference can be used as a scientific forum for accommodating discussion among young researchers that originated from Indonesia in the field of Tourism, Management and Technology. Therefore, the invited speakers in this conference are the researchers that are well-known and reputable in the world. We would like to thank the organizing committee and the members of reviewers for their kind assistance in reviewing the papers. We would also extend our best gratitude to keynote speakers for their invaluable contribution and worthwhile ideas shared in the conference. Furthermore, ICTMT is hoped to be able to be used as academic media to exchange ideas and as a result it will succeed in deciding the recommendation related to the tourism, management and technology phenomenon.
Always On: Advertising, Marketing, and Media in an Era of Consumer Control by Christopher Vollmer,Geoffrey Precourt Pdf
The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.
International Strategic Marketing by Marilyn A. Stone,J. B. McCall Pdf
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Sodas are astonishing products. Little more than flavored sugar-water, these drinks cost practically nothing to produce or buy, yet have turned their makers--principally Coca-Cola and PepsiCo--into a multibillion-dollar industry with global recognition, distribution, and political power. Billed as "refreshing," "tasty," "crisp," and "the real thing," sodas also happen to be so well established to contribute to poor dental hygiene, higher calorie intake, obesity, and type-2 diabetes that the first line of defense against any of these conditions is to simply stop drinking them. Habitually drinking large volumes of soda not only harms individual health, but also burdens societies with runaway healthcare costs. So how did products containing absurdly inexpensive ingredients become multibillion dollar industries and international brand icons, while also having a devastating impact on public health? In Soda Politics, the 2016 James Beard Award for Writing & Literature Winner, Dr. Marion Nestle answers this question by detailing all of the ways that the soft drink industry works overtime to make drinking soda as common and accepted as drinking water, for adults and children. Dr. Nestle, a renowned food and nutrition policy expert and public health advocate, shows how sodas are principally miracles of advertising; Coca-Cola and PepsiCo spend billions of dollars each year to promote their sale to children, minorities, and low-income populations, in developing as well as industrialized nations. And once they have stimulated that demand, they leave no stone unturned to protect profits. That includes lobbying to prevent any measures that would discourage soda sales, strategically donating money to health organizations and researchers who can make the science about sodas appear confusing, and engaging in Corporate Social Responsibility (CSR) activities to create goodwill and silence critics. Soda Politics follows the money trail wherever it leads, revealing how hard Big Soda works to sell as much of their products as possible to an increasingly obese world. But Soda Politics does more than just diagnose a problem--it encourages readers to help find solutions. From Berkeley to Mexico City and beyond, advocates are successfully countering the relentless marketing, promotion, and political protection of sugary drinks. And their actions are having an impact--for all of the hardball and softball tactics the soft drink industry employs to maintain the status quo, soda consumption has been flat or falling for years. Health advocacy campaigns are now the single greatest threat to soda companies' profits. Soda Politics provides readers with the tools they need to keep up pressure on Big Soda in order to build healthier and more sustainable food systems.
Key Concepts in e-Commerce by Alan Charlesworth Pdf
E-Commerce is making an ever-bigger impact on the way businesses operate. Key Concepts in e-Commerce offers readers an introduction to the many words, terms and phrases that abound in this fast developing and increasingly popular discipline.
