Marketing accountability: Linking marketing actions to financial results |
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| Authors: | David W. Stewart |
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| Affiliation: | A. Gary Anderson Graduate School of Management, Anderson Hall 122, 900 University Avenue, University of California, Riverside, Riverside, CA 92521, United States |
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| 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. |
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| Keywords: | Marketing Firm Cash flow Accountability Marketing effectiveness Return on marketing investment |
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