English, Article edition: Marketing accountability: Linking marketing actions to financial results Stewart, David W.

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Physical Description
  • article
Language
  • English

Edition details

Title
  • Marketing accountability: Linking marketing actions to financial results
Author
  • Stewart, David W.
Physical Description
  • article
Notes
  • 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.
  • Marketing Firm Cash flow Accountability Marketing effectiveness Return on marketing investment
  • RePEc:eee:jbrese:v:62:y:2009:i:6:p:636-643
Language
  • English
Contributed by
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