MARKETING TERM of the WEEK: 300th Edition

Which approach to marketing allows CMOs to take responsibility for the profit or loss from investments in marketing activities and demonstrate the financial contributions of specific marketing programs to the overall financial objectives of the firm, including brand asset value?

ANSWER

Marketing accountability refers to the use of metrics to link a firm’s marketing actions to financially relevant outcomes and growth over time. READ MORE…

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Marketing Term of the Week ©2022 Common Language Marketing Dictionary ○ All Rights Reserved
○ a project of MASB, the Marketing Accountability Standards Board

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