An Integrative Framework for Marketing Accountability of Marketing and Nonmarketing Outcomes

Marketing has a long tradition of measurement and a rich portfolio of measures of marketing outcomes. The discipline can be justifiably proud of its attention to the development of measures that exhibit strong psychometric properties, such as reliability and validity. However, most of the measures employed in marketing research, in both academic and applied settings, tend to focus on immediate marketing outcomes, such as recall, attitude, preference, and sales. Such measures are important but represent an incomplete picture of the effects of marketing activities and expenditures. The influence of marketing extends well beyond individual consumer response or even the aggregation of such responses.