4 Steps

Measuring Marketing Productivity: Current Knowledge and Future Directions Author(s): Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, Rajendra K. Srivastava

Reviewed work(s):

Source: The Journal of Marketing, Vol. 68, No. 4 (Oct., 2004), pp. 76-89

Published by: American Marketing Association

Stable URL: http://www.jstor.org/stable/30162018 .

Accessed: 02/01/2012 03:41

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RolandT. Tim S. V. & Rust, Ambler,Gregory Carpenter, Kumar,

RajendraK.Srivastava

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Current and Future Knowledge

Directions

For too long, marketers have not been held accountable for showing how marketing expenditures add to share- holder value. As time has gone by, this lack of accountability has undermined marketers' credibility,threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capa-

bilitywithin the firm. This article proposes a broad framework for assessing marketing productivity,cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how

marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing mar-

keting productivity to the business community will be a major step toward raising marketing's vitality in the...