Marketing Accountability for Marketing and Non-marketing Outcomes

2021 ◽  
Keyword(s):  
Marketing Accountability

scholarly journals Marketing accountability and marketing automation: evidence from Portugal

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susana C. Silva ◽  
Leonardo Corbo ◽  
Božidar Vlačić ◽  
Mariana Fernandes
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
A Value ◽  
Operational Level ◽  
Chief Marketing Officer ◽  
Marketing Activities ◽  
Marketing Accountability ◽  
Return On Marketing

PurposeThe present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.Design/methodology/approachTo investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.FindingsBased on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.Originality/valueThrough careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

scholarly journals Marketing accountability e excelência na escola pública portuguesa: A construção da imagem social da escola através da performatividade académica

2018 ◽  
Vol 26 ◽  
pp. 134
Author(s):  
Leonor Lima Torres ◽  
José Augusto Palhares ◽  
Almerindo Janela Afonso
Keyword(s):  
School Choice ◽  
Market Model ◽  
Academic Excellence ◽  
The Public ◽  
Good School ◽  
Accountability In Education ◽  
School Marketing ◽  
Marketing Accountability ◽  
State Schools

The authors seek to establish a relationship between the results of standardised tests, the academic excellence and the corresponding form of accountability. This relationship adopts the idea that standardised tests and academic excellence sustain not only a model of managerial accountability, but a (quasi) market model of accountability in education as well, providing school marketing schemes. This study is supported by a long-term fieldwork developed in several Portuguese state schools, where we analysed main documents, observed the public rituals of academic distinction, interviewed the principals and teachers and surveyed students. The results show us that these public rituals are part of a marketing strategy that helps to build a good school image, essential to induce the school choice by families and to reinforce the decisions of the principal’s leadership. 

Customer Feedback Metrics for Marketing Accountability

2021 ◽  
pp. 49-74
Author(s):  
Evert de Haan ◽  
Peter C. Verhoef ◽  
Thorsten Wiesel
Keyword(s):  
Customer Feedback ◽  
Marketing Accountability

scholarly journals Truly Accountable Marketing: The Right Metrics for the Right Results

2015 ◽  
Vol 7 (1) ◽  
pp. 8-15 ◽  
Author(s):  
Koen Pauwels
Keyword(s):  
Field Experiments ◽  
Optimal Allocation ◽  
Informed Decision ◽  
The Other ◽  
Real Word ◽  
The Real ◽  
Organic Growth ◽  
Marketing Accountability ◽  
The Right ◽  
Key Questions

Abstract Marketing accountability is essential for sustained organic growth, but the challenges to it loom large. The major steps in truly accountable marketing include defining the right results, using the right metrics and finally acting upon the collected insights. To identify the right metrics one has to start with defining the right results: What is the informed decision that needs to be made? But getting data-based answers to key questions is only half the battle. Actually acting upon it is the other half, and often companies are reluctant to change. To create momentum, marketing and finance need to pull together, and the selected metrics need to be useful to both mind-sets. Other proven ways to overcome resistance to data-based recommendations include moving to the proposed optimal allocation gradually and demonstrating the real-word gains through field experiments. When companies succeed in establishing truly accountable marketing, they improve and simplify recurring and quantifiable decisions, which leaves them more time to scan the environment for new opportunities and allows them to take smarter risks.

Demonstrating Marketing Accountability

2008 ◽  
Vol 25 (4) ◽  
pp. 344-360
Author(s):  
William R. Gombeski ◽  
Jason Britt ◽  
Jan Taylor ◽  
Karen Riggs ◽  
Tanya Wray ◽  
...  
Keyword(s):  
Marketing Accountability

Marketing in B2B organisations: as it is; as it should be – a commentary for change

2016 ◽  
Vol 31 (8) ◽  
pp. 961-970 ◽  
Author(s):  
Malcolm McDonald
Keyword(s):  
Corporate Strategy ◽  
Valuable Insight ◽  
Teaching Expertise ◽  
Content Type ◽  
Experience Teaching ◽  
Questions And Answers ◽  
Marketing Accountability ◽  
The Right ◽  
Holding Back ◽  
Business To Business

Purpose There are many challenges facing senior marketing people, and this commentary paper, based on the author’s consultancy experience, teaching expertise and observations of the business-to-business (B2B) environment, aims to address the causal relationship between marketing expenditure and results, which is holding back marketers from inclusion in the boardroom. Design/methodology/approach This paper includes a contextual analysis with questions and answers, giving supporting examples and facts. Findings B2B marketers have work extensively to earn a place in the boardroom. The author remains optimistic that given the increasing number of chartered marketers (marketing executives qualified to practice via the Chartered Institute of Marketing) and marketing MSc programmes, B2B marketers will eventually earn the right become the main drivers of corporate strategy, as is the case in the best companies in the world. Originality/value The paper brings valuable insight into enhancing marketing accountability and to provide a better position to marketers in the boardroom.

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