Master of Marketing Measurement: Margaret Henderson Blair on Marketing Accountability
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair’s thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors’ comments prior to each chapter provide context to the collection as a whole and Blair’s individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
Allan R. Kuse, PhD, has a 37-year track record in applying the science of measurement development, knowledge and process management to the art of marketing. Now retired, he served as Executive Vice President of Research at rsc and was Chief Advisor of the MMAP Center, developing and directing the training and advisory services of the Marketing Accountability Standards Board (MASB). He remains an MASB advisor and a contributor to the Center and serves on MASB’s Metric Catalog and Common Language in Marketing project teams He holds a BA in Psychology from Purdue University, and an MA and PhD in Quantitative Psychology from the University of Colorado.
David W. Stewart, PhD, is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA. He is a former editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He is the author of more than 300 published articles and chapters, and has authored and edited 20 books, including Financial Dimensions of Marketing Decisions and Accountable Marketing: Linking Marketing Actions to Financial Performance. He is a co-founder of the Marketing Accountability Standards Board (MASB). He holds a BA in Psychology from the University of Louisiana, Monroe and an MA and PhD in Psychology from Baylor University, USA.
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