Marketing accountability: Linking marketing actions to financial results

By David W. Stewart. 2009

193 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/195b97c956635576f2d855ed4bc00f56bd3a9350

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. J. Wieseke
2. Christian Homburg
3. Kurt Matzler
4. Birgit Renzl
5. Sergio Román

In Organizational Behavior and Human Resource Management

1. J. Wieseke
2. Christian Homburg
3. Birgit Renzl
4. Kurt Matzler
5. Ruth Stock
6. Sergio Román

Citations in the corpus

• Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance? (2012, background): “(CMO Council 2009 survey results, cited in Stewart 2009, p. 637) Guided by demands for greater accountability in mar-keting management, many firms have spent consid-erable resources extending and improving their marketing performance measurement systems (hereinafter, MPMS) (Rust, Lemon, and…”