Journal
JOURNAL OF BUSINESS RESEARCH
Volume 62, Issue 6, Pages 636-643Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2008.02.005
Keywords
Marketing; Firm; Cash flow; Accountability; Marketing effectiveness; Return on marketing investment
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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.
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