TY - JOUR
T1 - Accountability as a main ingredient of getting marketing back in the board room
AU - Verboef, Peter C.
AU - Leeflang, Pieter
PY - 2011/6
Y1 - 2011/6
N2 - Today it is said that marketing influence is in decline. But how can marketing regain its influence? Empirical evidence based on data from seven Western companies demonstrates that accountability, innovativeness and customer connections are three major drivers of marketing influence. We claim that an influential marketing department is necessary in order to achieve superior performance. Through a stronger focus on accountability, the department can indeed regain this influence.
AB - Today it is said that marketing influence is in decline. But how can marketing regain its influence? Empirical evidence based on data from seven Western companies demonstrates that accountability, innovativeness and customer connections are three major drivers of marketing influence. We claim that an influential marketing department is necessary in order to achieve superior performance. Through a stronger focus on accountability, the department can indeed regain this influence.
UR - http://link.springer.com/article/10.1007/s11621-011-0033-1
U2 - 10.1007/s11621-011-0033-1
DO - 10.1007/s11621-011-0033-1
M3 - Article
SN - 1865-6544
VL - 28
SP - 26
EP - 32
JO - Marketing Review St. Gallen
JF - Marketing Review St. Gallen
IS - 3
ER -