Determining Marketing Accountability
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.
Sexton, Don, Kamal Sen, and Venu Gorti. "Determining Marketing Accountability." Journal of Marketing Trends 1, no. 4 (October 2010): 39-45.
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