Marketing accountability: Linking marketing actions to financial results

David W. Stewart

doi:10.1016/j.jbusres.2008.02.005

Marketing accountability: Linking marketing actions to financial results

David W. Stewart

University of California, Riverside

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	636-643
Number of pages	8
Journal	Journal of Business Research
Volume	62
Issue number	6
DOIs	https://doi.org/10.1016/j.jbusres.2008.02.005
State	Published - Jun 2009
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

Keywords

Accountability
Cash flow
Firm
Marketing
Marketing effectiveness
Return on marketing investment

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10.1016/j.jbusres.2008.02.005

Cite this

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language = "English",

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journal = "Journal of Business Research",

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number = "6",

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KW - Cash flow

KW - Firm

KW - Marketing

KW - Marketing effectiveness

KW - Return on marketing investment

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JO - Journal of Business Research

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Marketing accountability: Linking marketing actions to financial results

ASJC Scopus Subject Areas

Keywords

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