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The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth
Applied Marketing Analytics: The Peer-Reviewed Journal,
3
(3),
194-198
(2017)
Abstract
This paper outlines the steps marketing leaders must take to increase their credibility with their chief executives and boards by better connecting marketing investments to enterprise value. Based on Forbes’ extensive quantitative and qualitative research among world-leading chief marketing officers, the paper presents a perspective on the steps taken by best-in-class marketers to better align their marketing investments to achieve both short and long-term business growth, while building brand value.
Keywords: marketing performance measurement; return on marketing investment; attribution; marketing; brand equity; enterprise value; business growth; marketing contribution
The full article is available to subscribers to the journal.
Author's Biography
Bruce H. Rogers writes for Forbes about thought leaders changing the business landscape and is responsible for Forbes Media’s Insights division and CMO Practice. Forbes Insights is a strategic thought leadership practice engaged by blue-chip companies such as IBM, KPMG, Google, EY, Deloitte, Cisco and others. The Forbes CMO practice comprises content, thought-leadership and events for senior marketers incorporating the Forbes CMO Network and events like the Forbes CMO Summit. He is the co-author of the recently published report ‘Publish or Perish — A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain’.
Citation
Rogers, Bruce H. (2017, August 8). The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/XQVK4428.
© Henry Stewart
Publications LLP
Publications LLP