Abstract
Paper presenting the relationship between economic theory and the financial results of marketing activities. Included empirical findings based on company data.
Full Citation
Sexton, Don, Kamal Sen, and Venu Gorti.
“Determining Marketing Accountability: Applying Economics and Finance to Marketing.”
In Proceedings of 9th International Marketing Trends Conference,
edited by Jean-Claude Andreani,
Paris:
International Marketing Trends Conference,
2009.