TITLE:
Marketing Accountability: Defining Expectations and Measuring Outcomes
AUTHORS:
David W. Stewart
KEYWORDS:
Accountability, Marketing, Cash Flow, Business Models
JOURNAL NAME:
Open Journal of Business and Management,
Vol.2 No.3,
July
2,
2014
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.