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 language | English |
|---|---|
| Pages (from-to) | 35-36 |
| Number of pages | 2 |
| Journal | Expo 2012 Higher Degree Research : book of abstracts |
| Publication status | Published - 2012 |
| Event | Higher Degree Research Expo (8th : 2012) - Sydney Duration: 12 Nov 2012 → 13 Nov 2012 |
Keywords
- marketing accountability
- marketing influence
- marketing performance