Accountability as a main ingredient of getting marketing back in the board room

Peter C. Verboef, Pieter Leeflang

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Pages (from-to)26-32
Number of pages7
JournalMarketing Review St. Gallen
Volume28
Issue number3
DOIs
Publication statusPublished - Jun 2011

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