How Marketing Contributes to the Bottom Line

Abstract

ABSTRACT There is increasing scrutiny of marketing activities and a growing demand for greater accountability of the marketing function. This article asserts that such accountability cannot be achieved until generally accepted standards for the measurement of marketing outcomes are adopted. The article identifies three broad types of marketing outcomes and suggests that two of these are candidates for the development of standardized measures. The role of standards, essential characteristics of standards, and how they may be developed are addressed. Twelve general propositions related to standards for assessing marketing outcomes are offered.

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