READING

YES! Accountable Marketing

Michael van de Watering

Marketing ROI and accountability are the key issues for all businesses and marketers. For businesses to succeed, they always need to plan for and prove ROI for all of their investments, so why not for marketing? Marketers can no longer ignore the importance of connecting their work to incremental sales and profits. 

In this book, the experiences from SMEs and corporates have been combined for you to bring the key concepts of marketing accountability to life. The book turns this critical concept into an implementable business process that can be applied in any organization. Whether you’re working in a small marketing organization, for a major or for a small B2B brand, you’ll find methods and concepts that you can begin executing right away.

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PeerSphere: Volume 7, Number 1

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

  • Why global eCommerce communities are forcing marketers to rethink their digital strategies
  • Why companies aren’t investing more in social media
  • A transformation roadmap for digital banking
  • Warning signs to look for when choosing an affiliate marketing partner
  • Generational nuances of APAC consumers
  • Q&A articles with marketing leaders at eBay and Reynolds American, Inc.
  • Insights from marketing leaders at Lenovo, PUMA, LEGO and more

PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.

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