The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth

Bruce H. Rogers

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 194-198

Abstract: This paper outlines the steps marketing leaders must take to increase their credibility with their chief executives and boards by better connecting marketing investments to enterprise value. Based on Forbes’ extensive quantitative and qualitative research among world-leading chief marketing officers, the paper presents a perspective on the steps taken by best-in-class marketers to better align their marketing investments to achieve both short and long-term business growth, while building brand value.

Keywords: marketing performance measurement; return on marketing investment; attribution; marketing; brand equity; enterprise value; business growth; marketing contribution (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:3:p:194-198

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