Record of Business & Commercial Marketing
Emerald Article: A brief review of promoting accountability, and a research plan
To cite this file: Malcolm McDonald, (2010), " A brief report on marketing accountability, and an investigation agenda", Record of Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 -- 394 Permanent link to this document:
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Malcolm McDonald, (2010), " A brief review of marketing liability, and a research agenda", Journal of Organization & Industrial Marketing, Volume. 25 Iss: 5 pp. 383 - 394
Malcolm McDonald, (2010), " A brief review of marketing responsibility, and a research agenda", Record of Organization & Commercial Marketing, Vol. 25 Iss: 5 pp. 383 - 394
Malcolm McDonald, (2010), " A brief overview of marketing answerability, and a research agenda", Diary of Business & Professional Marketing, Volume. 25 Iss: 5 pp. 383 - 394
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A brief report on marketing accountability,
and a research agenda
Cranп¬Ѓeld School of Management, Cranп¬Ѓeld University, Bedford, UK
Purpose вЂ“ This paper aims to review previous work in the domain of marketing responsibility, an issue containing become of increasing concern to chief executive and п¬Ѓnancial ofп¬Ѓcers. It principal purpose is usually to attempt an elementary epistemology, with a view to setting an investigation agenda to get scholars in п¬Ѓnance, microeconomics or promoting.
Design/methodology/approach вЂ“ The paper consists of a fairly catholic literary works review of the domain of marketing accountability, exploring its antecedents in related domains such as strategy and п¬Ѓnance after which proposing an investigation agenda. Results вЂ“ Much confusion is available in the literature about the dimensions of promoting accountability. This review speciп¬Ѓes a researchable model of the domain of marketing and proposes three related areas вЂ“ the micro-promotional level, the strategic level and the п¬Ѓnancial, shareholder value added level and suggests plans for research for college students.
Research limitations/implications вЂ“ Because of the enormous width of the related domains of strategy and п¬Ѓnance, the writer had to adopt a somewhat normative approach based on his own study outputs produce the literary works review manageable. While the recommended research agenda is justiп¬Ѓed by the foregoing review, it can be recognised that other designs may well be likely. Practical significance вЂ“ There is a...
Citations: Malcolm McDonald, (2010), " A quick review of promoting accountability, and a research agenda", Journal of Business & Industrial
Malcolm McDonald, (2010), " A brief report on marketing answerability, and an investigation agenda", Log of Business & Commercial
Malcolm McDonald, (2010), " A brief review of marketing responsibility, and a research agenda", Record of Business & Industrial
(For a completely referenced critique of these residential areas, see
(2008) report which usually focussed for the views of CEOs and
CFOs, is just the conclusion of the developing calls for
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