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Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/305313
Description: This study explores the widely reported decline in marketing department decision influence. A series of field interviews were used to develop a conceptual model of marketing department influence, whic ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/270063
Description: The marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies ... More
Full Text: Full Text
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/273136
Description: This paper explores the marketing accountability concept and identifies the capabilities of marketing practitioners that link marketing activities and strategies to organizational outcomes. Where prev ... More
Authors: Gaskill, Adam
Date: 2012
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/204025
Description: To examine how the marketing function can increase its accountability through identifying: 1) the antecedents of marketing accountability, 2) the metrics marketers should use to demonstrate their acco ... More
Authors: Gaskill, Adam
Date: 2010
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/134560
Description: Purpose: To examine how the marketing function can increase its accountability and how this affects the marketing function’s influence with the finance function. Originality: This study adds to the ex ... More
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