Don Sexton

Determining Marketing Accountability

Coauthor(s): Kamal Sen, Venu Gorti.

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Abstract:

Applies economic, marketing, and finance concepts to develop a metric, Customer Value Added, that explains how marketing activities drive the financial performance of an organization.  Includes empirical results for a consumer packaged goods company where Customer Value Added predicted revenue and contribution with R-squared values greater than 0.90.

Source: Journal of Marketing Trends
Exact Citation:
Sexton, Don, Kamal Sen, and Venu Gorti. "Determining Marketing Accountability." Journal of Marketing Trends 1, no. 4 (October 2010): 39-45.
Volume: 1
Number: 4
Pages: 39-45
Date: 10 2010