Measuring Marketing Productivity: Current Knowledge and Future Directions

Rust, R T and Ambler, T and Carpenter, G S and Kumar, V and Srivastava, R K (2004) Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68 (4). pp. 76-89.

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Abstract

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing's vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid, reliable, and practical.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Emory University.
Uncontrolled Keywords: Marketing Productivity, Assessing marketing, Marketing expenditure
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 08 May 2019 11:37
Last Modified: 08 May 2019 11:37
URI: http://eprints.exchange.isb.edu/id/eprint/932
Publisher URL: https://doi.org/10.1509/jmkg.68.4.76.42721
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0022-2429/
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