Introduction.

PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENT EXCELLENCE.

1. The Marketing Accountability Imperative: Understanding the Marketing Accountability Gap and Beginning the Journey to Close It.

2. Recalibrating Basic Beliefs About Marketing Spending: When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the Wrong Problem.

3. The Core Principles of Marketing Accountability: Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investment.

PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSS THE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY.

4. Strategy and Content: Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Content.

5. Marketing Vehicles and Investment Levels: Selecting Which Marketing Vehicles to Deploy and How Much Investment Gets Put Behind Each.

6. In-Market Execution and Fixed Cost Management: Ensuring High-Quality In-Market Execution and Consistently Strong Leverage from Your Fixed Cost Basis.

PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETING ACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION.

7. Laying the Tactical Groundwork for Long-Term Marketing Improvement: Planning for Your Journey Through the Three Horizons of Marketing Accountability.

8. Horizon One: Identifying Your Marketing Accountability Improvement Opportunities: Designing a Fit-for-Purpose Marketing Accountability Diagnostic.

9. Horizon Two: Employing a Test-and-Learn Approach to Drive Continuous Improvement: Systematically Eliminating the Unknown and Improving Returns.

10. Horizon Three: Sustaining and Accelerating Marketing Accountability Impact: Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Development.

Notes.

Bibliography.

The Authors.

Index.