Measuring marketing productivity: Current knowledge and future directions

Roland T. Rust, Tim Ambler, Gregory Carpenter, V. Kumar, Rajendra K. Srivastava

Research output: Contribution to journalReview article

488 Scopus citations

Abstract

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing's vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid, reliable, and practical.

Original languageEnglish (US)
Pages (from-to)76-89
Number of pages14
JournalJournal of marketing
Volume68
Issue number4
DOIs
StatePublished - Oct 1 2004

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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