Determining Marketing AccountabilityCoauthor(s): Kamal Sen, Venu Gorti.
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
Sexton, Don, Kamal Sen, and Venu Gorti. "Determining Marketing Accountability." Journal of Marketing Trends 1, no. 4 (October 2010): 39-45.
Date: 10 2010