Measuring Marketing Productivity: Current Knowledge and Future Directions:

Volume: 68, Issue: 4, Pages: 76 - 89
Published: Oct 1, 2004
Abstract
For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging...
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Paper Details
Title
Measuring Marketing Productivity: Current Knowledge and Future Directions:
Published Date
Oct 1, 2004
Volume
68
Issue
4
Pages
76 - 89
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