"Determining Marketing Accountability"
Journal of Marketing Trends,
Volume: 1 | Issue: 4 | Pages: 39-45
Publication type: Journal article
Research Archive Topic: Marketing
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.
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