McDonald, Malcolm - In: Journal of Business & Industrial Marketing 25 (2010) 5, pp. 383-394
Purpose – This paper aims to review previous work in the domain of marketing accountability, an issue which has become … epistemology, with a view to setting a research agenda for scholars in finance, microeconomics or marketing. Design …/methodology/approach – The paper consists of a relatively catholic literature review of the domain of marketing accountability, exploring its …