IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v18y2010i3p113-119.html
   My bibliography  Save this article

Marketing accountability and marketing’s stature: An examination of senior executive perspectives

Author

Listed:
  • O’Sullivan, Don
  • Butler, Patrick

Abstract

The recovery of marketing’s “seat at the boardroom table” is determined in part by the satisfaction of senior executives with marketing’s contribution to firm performance. This study of senior executives in high-technology firms examines the relationship between top management perceptions of marketing performance measurement ability and marketing’s stature within the firm. Confirming and extending earlier studies, results indicate that marketing enjoys a higher status among top management when it is perceived to be accountable. Findings underpin the importance of current research attention on marketing accountability and metrics.

Suggested Citation

  • O’Sullivan, Don & Butler, Patrick, 2010. "Marketing accountability and marketing’s stature: An examination of senior executive perspectives," Australasian marketing journal, Elsevier, vol. 18(3), pages 113-119.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:113-119
    DOI: 10.1016/j.ausmj.2010.05.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358210000303
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ausmj.2010.05.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    2. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    3. Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Elisabeth Albertini & Fabienne Berger-Remy, 2019. "Intellectual Capital and Financial Performance: A Meta-Analysis and Research Agenda," Post-Print hal-02139763, HAL.
    3. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    4. Petersen, J. Andrew & McAlister, Leigh & Reibstein, David J. & Winer, Russell S. & Kumar, V. & Atkinson, Geoff, 2009. "Choosing the Right Metrics to Maximize Profitability and Shareholder Value," Journal of Retailing, Elsevier, vol. 85(1), pages 95-111.
    5. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    6. Avi Goldfarb & Qiang Lu & Sridhar Moorthy, 2009. "Measuring Brand Value in an Equilibrium Framework," Marketing Science, INFORMS, vol. 28(1), pages 69-86, 01-02.
    7. Leeflang, Peter S.H. & Bijmolt, Tammo H.A. & van Doorn, Jenny & Hanssens, Dominique M. & van Heerde, Harald J. & Verhoef, Peter C. & Wieringa, Jaap E., 2009. "Creating lift versus building the base: Current trends in marketing dynamics," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 13-20.
    8. Elvira Fetahu, 2014. "Does Marketing Relate To Finance? – “Marketing Is Finance?” Theoretical Perception," European Journal of Business and Economics, Central Bohemia University, vol. 9(2), pages 5011:9-5011, November.
    9. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    10. Blanco Callejo, M, 2007. "LA VENTA DE LA ILUSIÓN Y “LA BRUJA DE ORO”: EL EMBRUJO DE UN CÍRCULO VIRTUOSOi /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 13(3), pages 33-56.
    11. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    12. Pak Hung Au & Yuk‐Fai Fong & Jin Li, 2020. "Negotiated Block Trade And Rebuilding Of Trust," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 61(2), pages 901-939, May.
    13. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    14. Villalonga, Belen, 2004. "Intangible resources, Tobin's q, and sustainability of performance differences," Journal of Economic Behavior & Organization, Elsevier, vol. 54(2), pages 205-230, June.
    15. Deepa Chandrasekaran & Gerard J. Tellis, 2008. "Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?," Marketing Science, INFORMS, vol. 27(5), pages 844-860, 09-10.
    16. Daniel Levy & Andrew T. Young, 2021. "Promise, trust, and betrayal: Costs of breaching an implicit contract," Southern Economic Journal, John Wiley & Sons, vol. 87(3), pages 1031-1051, January.
    17. Paul, Michael & Hennig-Thurau, Thorsten & Groth, Markus, 2015. "Tightening or loosening the “iron cage”? The impact of formal and informal display controls on service customers," Journal of Business Research, Elsevier, vol. 68(5), pages 1062-1073.
    18. Jae-Woong Jeong & Heon-Hwi Lee & Hun Park, 2022. "A Study on the Effect of Knowledge Services on Organizational Performances Based on the Concept of Balanced Scorecards for the Sustainable Growth of Firms: Evidence from South Korea," Sustainability, MDPI, vol. 14(19), pages 1-19, October.
    19. Yupin Yang & Mengze Shi & Avi Goldfarb, 2009. "Estimating the Value of Brand Alliances in Professional Team Sports," Marketing Science, INFORMS, vol. 28(6), pages 1095-1111, 11-12.
    20. David Wang & Tiffany Yu & Fang-Ru Ye, 2012. "The value relevance of brand equity in the financial services industry: an empirical analysis using quantile regression," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 459-471, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:113-119. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.