ABSTRACT
Marketers have long felt marginalized or at least under pressure to justify their plans. They may not look for accountability but there is increasing acceptance that quantification, preferably in financial terms, of plans and performance is an increasing factor in marketing (e.g. Shaw and Mazur, 1997; Clark, 1999; Moorman and Rust, 1999; Marketing Science Institute, 2000; Schultz, 2000; Marketing Week, 2001). The Marketing Science Institute has rated marketing metrics as a top tier project in recent years (Marketing Science Institute, 2000; Lehmann and Reibstein, 2006).
