Marketing Controllership Book

	Acknowledgements
	Series Preface
	Introduction
1	Marketing Control Will Really Change Your Accounting	3
2	The Marketing-Finance Interface	7
3	Market-Based Assets and Shareholder Value: A Framework for Analysis	23
4	Marketing Costs - Accountants to the Rescue	41
5	Marketing Outcomes, Financial Conditions, and Retail Profit Performance	51
6	What Types of Profitability Reports do Marketing Managers Receive?	65
7	Marketing, Cost Management and Management Accounting	75
8	Strategic Attributes and Performance in the BCG Matrix - A PIMS-Based Analysis of Industrial Product Businesses	115
9	The Nature and Measurement of Marketing Productivity in Consumer Durables Industries: A Firm Level Analysis	137
10	Strategic Auditing of Human and Financial Resource Allocation in Marketing: An Empirical Study Using Data Envelopment Analysis	145
11	A Look on the Cost Side: Market Share and the Competitive Environment	157
12	A Mission Approach to Customer Profitability Analysis	181
13	Customer Profitability Analysis: Challenges and New Directions	195
14	Activity-Based Costing: Accounting for a Market Orientation	209
15	Market Competition, Management Accounting Systems and Business Unit Performance	223
16	The Evaluation Stage in Marketing Decision Making	249
17	Measures of Marketing Success	261
18	Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability	275
19	The Net Present Value of Market Share	289
20	Strategic Management Accounting for Pricing: A Case Example	305
21	Applying Financial Portfolio and Multiple Criteria Approaches to Product Line Decisions	315
22	Salesforce Compensation: An Empirical Investigation of Factors Related to Use of Salary Versus Incentive Compensation	323
23	Cost Containment in Marketing	337
24	Marketing Control and Performance in Early-Growth Companies	349
25	Marketing Jobs and Management Controls: Toward a Framework	365
26	Evaluating the Strengths and Weaknesses of Marketing Using a Value-Chain Analysis: A Survey of 35 Norwegian Firms	379
27	Investigating the Relationships among Sales, Management Control, Sales Territory Design, Salesperson Performance, and Sales Organization Effectiveness	401
28	The Marketing Budgeting Process: Marketing Management Implications	423
29	Promotion Budgeting and Control in the Fast Food Industry	439
30	Now You Can Control Your Product's Market Performance	451
31	Market Share and Market Size Variances in a Multi-Product Environment: An Evaluation of Competing Formulations	461
32	A Framework for Analysis of Sources of Profit Contribution Variance between Actual and Plan	477
33	ZBB, MBO, PPB and their Effectiveness within the Planning/Marketing Process	491
34	Intangible Marketing Assets: A Managerial Accounting Perspective	503
	Name Index	513