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Letter to the Editor

Marketing Accountability: Defining Expectations and Measuring Outcomes

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DOI: 10.4236/ojbm.2014.23019    3,218 Downloads   4,200 Views   Citations

ABSTRACT

This paper calls for work that focuses on the relationships of marketing activities and outcomes and measures of the financial performance of the firm. More specifically, the paper suggests the need to link marketing outcomes to the cash flow of the firm and the business model that generates the cash flow. The paper also calls for greater alignment of measures of marketing accountability with expectations and responsibilities of the marketing organization.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Stewart, D. (2014) Marketing Accountability: Defining Expectations and Measuring Outcomes. Open Journal of Business and Management, 2, 163-165. doi: 10.4236/ojbm.2014.23019.

References

[1] Landry, E., Tipping, A. and Dixon, B. (2005) Six Types of Marketing Organizations: Where Do You Fit in? Strategy + Business. http://www.strategy-business.com/article/rr00025?gko=489ba
[2] Young, R.A., Weiss, A.M. and Stewart, D.W. (2006) Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence, and Business Impact. Wiley Interscience, New York.
[3] Stewart, D.W. (2006) Putting Financial Discipline in Marketing: A Call to Action. Corporate Finance Review, 10, 14-21.
[4] Stewart, D.W. (2008) Contributing to the Bottom Line: Marketing Productivity, Effectiveness and Accountability. Journal of Advertising Research, 48, 94-105.
http://dx.doi.org/10.2501/S0021849908080112
[5] Blumenthal, R.G. (1998) Tis the Gift to Be Simple. DuPont’s Framework for Financial Analysis. CFO, 14, 61-64.
[6] Hawawini, C. and Viallet, G. (2006) Finance for Executives: Managing for Value Creation. South-Western Publishing, Cincinnati.

  
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