A Brief Review of Marketing Accountability, and a Research Agenda

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Journal of Business & Industrial Marketing
Emerald Article: A brief review of marketing accountability, and a research agenda
Malcolm McDonald

Article information:
To cite this document: Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 - 394 Permanent link to this document:

http://dx.doi.org/10.1108/08858621011058142
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Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 - 394
http://dx.doi.org/10.1108/08858621011058142
Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 - 394
http://dx.doi.org/10.1108/08858621011058142
Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 - 394
http://dx.doi.org/10.1108/08858621011058142

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A brief review of marketing accountability,
and a research agenda
Malcolm McDonald
Cranfield School of Management, Cranfield University, Bedford, UK

Abstract
Purpose – This paper aims to review previous work in the domain of marketing accountability, an issue which has become of increasing concern to chief executive and financial officers. It principal purpose is to attempt an elementary epistemology, with a view to setting a research agenda for scholars in finance, microeconomics or marketing.

Design/methodology/approach – The paper consists of a relatively catholic literature review of the domain of marketing accountability, exploring its antecedents in related domains such as strategy and finance and then proposing a research agenda. Findings – Much confusion exists in the literature about the dimensions of marketing accountability. This review specifies a researchable model of the domain of marketing and proposes three related areas – the micro-promotional level, the strategic level and the financial, shareholder value added level and suggests an agenda for research for scholars.

Research limitations/implications – Because of the enormous breadth of the related domains of strategy and finance, the author had to adopt a somewhat normative approach based on his own research outputs in order to make the literature review manageable. While the proposed research agenda is justified by the foregoing review, it is recognised that other models may well be possible. Practical implications – There is a...
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