How Marketing Contributes to the Bottom Line

David W. Stewart

There is increasing scrutiny of marketing activities and a growing demand for greater accountability of the marketing function.

How Marketing Contributes to the Bottom Line

David W. StewartUniversity of California, Riverside

INTRODUCTION

Marketing is one of the last of the wild frontiers in American business today, a place where "cowboys" with wild ideas can literally create fortunes out of thin air. Given access to huge corporate budgets, marketing promises to take (not so) small investments and bring back huge returns. Through the late 1990s, marketing budgets and the organizations that consumed them spent more and more, promising larger market share, higher sales, and greater customer loyalty that would, in theory, generate greater cash flow for the corporation...

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