"Determining Marketing Accountability"

Don Sexton, Kamal Sen, Venu Gorti

© Journal of Marketing Trends, October 2010
Volume: 1 | Issue: 4 | Pages: 39-45

Publication type: Journal article

Research Archive Topic: Marketing

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.

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