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Dec 2013

Return on ideas

This report explores ways that finance and marketing can work together to measure the value of marketing activities.

Originally published in 2009, it was the result of a partnership between The Chartered Institute of Management Accountants® (CIMA), The Chartered Institute of Marketing (CIM), the Direct Marketing Association (DMA) and Professor Robert Shaw.

This re-launched report covers issues which are more relevant today than ever before. Being able to measure the value of marketing is vital: with increasing global competition and tough economic conditions, marketing budgets are being scrutinised, while advances in technologies like social media are creating new opportunity.

It considers how we can break down the silos between finance and marketing to better predict what financial value new marketing ideas could contribute, measure effectiveness to demonstrate whether value really is created and establish processes to capture learning that will improve future results.

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It explores the relationship between management accountants and marketing departments, whether in SMEs or multinationals, and considers the crucial role that management accountants and marketers can play in trying to measure and monitor the value of marketing.

CGMA report

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