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

Adam Gaskill

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

Adam Gaskill

Department of Management

Research output: Contribution to journal › Meeting 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 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

Access to Document

http://www.businessandeconomics.mq.edu.au/research_expo/2012

Cite this

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title = "Marketing capabilities and metrics that contribute to marketing accountability in the technology sector",

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.",

keywords = "marketing accountability, marketing influence, marketing performance",

author = "Adam Gaskill",

year = "2012",

language = "English",

pages = "35--36",

journal = "Expo 2012 Higher Degree Research : book of abstracts",

issn = "1837-9214",

publisher = "Faculty of Business and Economics, Macquarie University",

note = "Higher Degree Research Expo (8th : 2012) ; Conference date: 12-11-2012 Through 13-11-2012",

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AB - 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.

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KW - marketing influence

KW - marketing performance

M3 - Meeting abstract

SN - 1837-9214

SP - 35

EP - 36

JO - Expo 2012 Higher Degree Research : book of abstracts

JF - Expo 2012 Higher Degree Research : book of abstracts

T2 - Higher Degree Research Expo (8th : 2012)

Y2 - 12 November 2012 through 13 November 2012

ER -