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Marketing accountability: Linking marketing actions to financial results


  • Stewart, David W.


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.

Suggested Citation

  • Stewart, David W., 2009. "Marketing accountability: Linking marketing actions to financial results," Journal of Business Research, Elsevier, vol. 62(6), pages 636-643, June.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:6:p:636-643

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    References listed on IDEAS

    1. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    2. 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.
    3. 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.
    4. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
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    Cited by:

    1. Attilio Bruni, 2013. "Le metriche di marketing nel turismo. un’indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2013(2), pages 105-129.
    2. repec:eee:joreco:v:25:y:2015:i:c:p:58-70 is not listed on IDEAS
    3. Levent KOSAN, 2014. "Accounting for Marketing: Marketing Performance Through Financial Results," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 276-283.
    4. 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.
    5. 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.
    6. 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.
    7. repec:eee:transa:v:111:y:2018:i:c:p:199-212 is not listed on IDEAS
    8. 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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