Marketing capabilities and metrics that contribute to marketing accountability in the technology sector

Adam Gaskill

Research output: Contribution to journalMeeting abstract

Abstract

To examine how the marketing function can increase its accountability through identifying: 1) the antecedents of marketing accountability, 2) the metrics marketers should use to demonstrate their accountability and 3) the benefits in addition to marketing influence that can be realized through increased marketing accountability.
Original languageEnglish
Pages (from-to)35-36
Number of pages2
JournalExpo 2012 Higher Degree Research : book of abstracts
Publication statusPublished - 2012
EventHigher Degree Research Expo (8th : 2012) - Sydney
Duration: 12 Nov 201213 Nov 2012

Keywords

  • marketing accountability
  • marketing influence
  • marketing performance

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