Marketing accountability: Linking marketing actions to financial results

被引：81

作者：

Stewart, David W. ^{[1
]}

机构：

[1] Univ Calif Riverside, A Gary Anderson Grad Sch Management, Riverside, CA 92521 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2009年 / 62卷 / 06期

关键词：

Marketing; Firm; Cash flow; Accountability; Marketing effectiveness; Return on marketing investment; PRODUCTIVITY; INVESTMENT;

D O I：

10.1016/j.jbusres.2008.02.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2008 Elsevier Inc. All rights reserved.

引用

页码：636 / 643

页数：8

共 27 条

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