A Brief Review of Marketing Accountability, and a Research Agenda

Journal of Business & Industrial Marketing
Emerald Article: A brief review of marketing accountability, and a research agenda
Malcolm McDonald

Article information:
To cite this document: Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of
Business & Industrial Marketing, Vol. 25 Iss: 5 pp. 383 - 394
Permanent link to this document: http://dx.doi.org/10.1108/08858621011058142 Downloaded on: 14-01-2013
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Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial
Marketing, Vol. 25 Iss: 5 pp. 383 - 394 http://dx.doi.org/10.1108/08858621011058142 Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial
Marketing, Vol. 25 Iss: 5 pp. 383 - 394 http://dx.doi.org/10.1108/08858621011058142 Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial
Marketing, Vol. 25 Iss: 5 pp. 383 - 394 http://dx.doi.org/10.1108/08858621011058142 Access to this document was granted through an Emerald subscription provided by Edinburgh Napier University
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Citations: Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol http://dx.doi.org/10.1108/08858621011058142 Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Malcolm McDonald, (2010),"A brief review of marketing accountability, and a research agenda", Journal of Business & Industrial Marketing, Vol (For a fully referenced critique of these communities, see McDonald, 2004) (2008) report which focussed on the views of CEOs and CFOs, is merely the culmination of the growing calls for