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Marketing accountability: Linking marketing actions to financial results

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  • Stewart, David W.

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.

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

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