Author(s)

David W. Stewart

Department of Marketing and Business Law, 319 Hilton Business Center, Loyola Marymount University, Los Angeles, USA.

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.

Accountability, Marketing, Cash Flow, Business Models

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.