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Marketing accountability: Linking marketing actions to financial results


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  • Stewart, David W.
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    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 6 (June)
    Pages: 636-643

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:6:p:636-643

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    Keywords: Marketing Firm Cash flow Accountability Marketing effectiveness Return on marketing investment;


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    1. Dekimpe, M.G. & Hanssens, D., 1995. "The persistence of marketing effects on sales," Open Access publications from Tilburg University urn:nbn:nl:ui:12-358916, Tilburg University.
    2. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
    3. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    4. Bush, Alan J. & Smart, Denise & Nichols, Ernest Jr., 2002. "Pursuing the concept of marketing productivity: introduction to the JBR Special Issue on Marketing Productivity," Journal of Business Research, Elsevier, vol. 55(5), pages 343-347, May.
    5. Randolph E. Bucklin & Sunil Gupta, 1999. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives," Marketing Science, INFORMS, vol. 18(3), pages 247-273.
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    Cited by:
    1. De Maeyer, Peter & Estelami, Hooman, 2011. "Consumer perceptions of third party product quality ratings," Journal of Business Research, Elsevier, vol. 64(10), pages 1067-1073, October.
    2. Park, Hyun-Soo & Auh, Seigyoung & Maher, Amro A. & Singhapakdi, Anusorn, 2012. "Marketing's accountability and internal legitimacy: Implications for firm performance," Journal of Business Research, Elsevier, vol. 65(11), pages 1576-1582.
    3. Persson, Andreas & Ryals, Lynette, 2014. "Making customer relationship decisions: Analytics v rules of thumb," Journal of Business Research, Elsevier, vol. 67(8), pages 1725-1732.
    4. Hoffmann, Arvid O.I. & Pennings, Joost M.E. & Wies, Simone, 2011. "Relationship marketing's role in managing the firm-investor dyad," Journal of Business Research, Elsevier, vol. 64(8), pages 896-903, August.


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