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Accountability as a Main Ingredient of Getting Marketing Back in the Board Room

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Marketing Review St. Gallen

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Notes

  1. We measured innovativeness by asking for the relative contribution of marketing to newly developed products. Accountability was measured with questions that focused on whether the marketing department is able to show that their marketing plans provide a return on investment. Customer connection questions focused on the role of marketing in getting information from customers outside of the organization. More details can be found in Verhoef/Leeflang (2009).

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Authors and Affiliations

  1. University of Groningen, Groningen, Netherlands

    Peter C. Verhoef

  2. LUISS-Guido Carli, Rome, Italy

    Peter S. H. Leeflang

Authors
  1. Peter C. Verhoef
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  2. Peter S. H. Leeflang
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Verhoef, P., Leeflang, P. Accountability as a Main Ingredient of Getting Marketing Back in the Board Room. Mark Rev St. Gallen 28, 26–32 (2011). https://doi.org/10.1007/s11621-011-0033-1

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  • DOI: https://doi.org/10.1007/s11621-011-0033-1

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