Share This Article:
Letter to the Editor

Marketing Accountability: Defining Expectations and Measuring Outcomes

Full-Text HTML Download Download as PDF (Size:821KB) PP. 163-165
DOI: 10.4236/ojbm.2014.23019    3,298 Downloads   4,317 Views Citations


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.

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.

Copyright © 2020 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.