Marketing Accountability: Defining  Expectations and Measuring Outcomes

David W. Stewart

doi:10.4236/ojbm.2014.23019

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Open Journal of Business and Management > Vol.2 No.3, July 2014

Marketing Accountability: Defining Expectations and Measuring Outcomes (Letter to the Editor)

David W. Stewart

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

DOI: 10.4236/ojbm.2014.23019 PDF HTML 3,525 Downloads 4,592 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.

Keywords

Accountability, Marketing, Cash Flow, Business Models

Share and Cite:

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.

Conflicts of Interest

The authors declare no conflicts of interest.

References

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