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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    3,298 Downloads   4,317 Views Citations
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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.

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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.

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