Marketing accountability and marketing's stature: An examination of senior executive perspectives

Don O'Sullivan, Patrick Denis Butler

Research output: Contribution to journalArticleResearchpeer-review

11 Citations (Scopus)


The recovery of marketing s seat at the boardroom table is determined in part by the satisfaction of senior executives with marketing s contribution to firm performance. This study of senior executives in high-technology firms examines the relationship between top management perceptions of marketing performance measurement ability and marketing s stature within the firm. Confirming and extending earlier studies, results indicate that marketing enjoys a higher status among top management when it is perceived to be accountable. Findings underpin the importance of current research attention on marketing accountability and metrics.
Original languageEnglish
Pages (from-to)113 - 119
Number of pages7
JournalAustralasian Marketing Journal
Issue number3
Publication statusPublished - 2010
Externally publishedYes

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