Marketing accountability: Linking marketing actions to financial results

David W. Stewart

Journal of Business Research, 2009, vol. 62, issue 6, 636-643

Abstract: This plenary address to the Society for Marketing Advances calls on the marketing discipline to be accountable, link its contributions to financial performance, and assert the value it contributes to the firm. The paper suggests a process for developing causal links among marketing activities, intermediate marketing outcomes, and financial performance metrics.

Keywords: Marketing; Firm; Cash; flow; Accountability; Marketing; effectiveness; Return; on; marketing; investment (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:6:p:636-643

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