ABSTRACT
As the era of “financial engineering” for shareholder value winds down, 1 , 2 , 3 and in response to mounting pressure from corporate boardrooms for accountability, 4 marketing professionals are stepping up, beginning to master and apply the science of measurement and process management to the art of marketing. 5 , 6 This fundamental change will usher in a new era of marketing accountability that will drive consistent growth, with improved methods for measuring, forecasting, and improving the effectiveness of marketing activities and a narrowing of the gap between marketing efforts and financial outcomes.
