Measuring Marketing Productivity: Current Knowledge and Future Directions

• Main Authors: Rust, Roland T., Ambler, Tim, Carpenter, Gregory S., Kumar, V., SRIVASTAVA, Rajendra Kumar
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2004
• Subjects: marketing productivity; measurement; return on investment; shareholder value; marketing expenditures; Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1253; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2252/viewcontent/RsrivastavaJmkg200468.pdf
• Institution: Singapore Management University

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...