become a catalyst for a consumer brand "groundswell" online as outlined in the book Groundswell. Marketing Infrastructure (also known as Marketing Management): Improving the business of marketing can lead to significant gains for the company. Management of agencies, budgeting, motivation and coordination of marketing activities can lead to improved competitiveness and improved results. The overall accountability for brand leadership and business results is often reflected in an organization under a title within a (Brand management) department. See also Marketing engineering Media intelligence References Further reading Ambler, Tim, Marketing and the Bottom Line (2004) FT Press. American Productivity & Quality Center, Maximizing Marketing ROI (2001) American Productivity Center. Aspatore Books Staff, Improving Marketing ROI: Leading CMOs on Adding Value, Calculating Return on Investments, and Creating a Financial Impact (2006) Aspatore Books. Briggs, Rex, Stuart, Greg, What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (2006) Kaplan Business. Farris, Paul W., Bendle, Neil T., Pfeifer, Phillip E. and Reibstein, David J., Marketing Metrics: 50+ Metrics Every Executive Should Master (2006) Wharton School Publishing. Kotler, Philip.; Kevin Lane Keller (2006). Marketing Management, 12th ed.. Pearson Prentice Hall. . Laermer, Richard; Simmons, Mark, Punk Marketing, New York : HarperCollins, 2007. (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007) Lenskold, James, Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability (2003) McGraw-Hill. Li, Charlene & Bernoff, Josh Groundswell (2008) Lilien, Gary L., Rangaswamy, Arvind, Marketing Engineering (2004) Trafford Publishing. Mann, Don, Brand Ecosystems, the relative harmony among all marketing elements that support brands (2008) Powell, Guy R., Return on Marketing Investment: Demand More From Your Marketing And Sales Investments (2003) RPI Press. Schultz, Don E., Measuring Brand Communication ROI (1997) Assn of Natl Advertisers. Thaler, Linda Kaplan, Koval, Robin, Marshall, Delia, Bang! Getting Your Message Heard in A Noisy World (2003) Doubleday Publishing. Marketing Mix: The Formula to Bind a Marketing Campaign! Marketing analytics Customer relationship management