YES! Accountable Marketing: Accountability For Results Driven Marketing
by Michiel van de Watering,Guy Powell,Rolf Resink,Annegien Zuidema,Laura Paquette
‘Yes! Marketing Accountability’ will assist you to evaluate and control the marketing performance in order to optimize the usage of your marketing budgets. It is not just a matter of reporting what has happened afterwards, but it has become necessary to have a clear estimate in advance of launching your marketing activities. As the ‘accountability of marketing’ is growing in popularity, you will find more books related to a certain part of this subject. In this book the author presents you a more holistic approach, from the ‘Why’, through the ‘How’ to the ‘What’. With this book you will be able to organize accountable marketing in your company profitably. Throughout the chapters you will find several examples and cases to illustrate practical value of the presented theory and concept. Those examples aim to enable you to 'translate' the author's thoughts to the daily way of working in your marketing department or marketing activities. And even for the follow up of marketing: Sales, this book shows sales people how their (better) cooperation with marketing will increase sales' results.