Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

10-2004

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 what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing's vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid, reliable, and practical.

Keywords

marketing productivity, measurement, return on investment, shareholder value, marketing expenditures

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Marketing

Volume

68

Issue

4

First Page

76

Last Page

89

ISSN

0022-2441

Identifier

10.1509/jmkg.68.4.76.42721

Publisher

AMA

Included in

Marketing Commons

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