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Investigation of marketing accountability in South African organisations
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613456173105152 |
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| access_status_str | Open Access |
| author2 | Machado, Ricardo |
| author_browse | Machado, Ricardo |
| author_facet | Machado, Ricardo |
| collection | Thesis |
| dc_rights_str_mv | © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23629 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:26.058Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23629 Investigation of marketing accountability in South African organisations Machado, Ricardo upetd@up.ac.za Hall, Nathalie UCTD Marketing Dissertation (MBA)--University of Pretoria, 2010. For too long, marketers have not been held accountable for showing a return on marketing expenditures. This lack of accountability has undermined the credibility of marketers, threatened the standing of the marketing function within a firm and even threatened the existence of marketing as a distinct capability of the firm.The research contained in this study highlights the internal and external factors driving marketing accountability. Bob Liodice, the President and CEO of the Association of National Advertisers defines marketing accountability “as the foundation for improving marketing, building business performance, enhancing productivity and streamlining critical processes.” In the face of increasing price pressure and declining customer loyalty, more than anything what Chief Executive Officers (CEO's) seek from marketing is differentiation, especially differentiation that is difficult for competitors to copy. As industry and national boundaries are blurring, the ability to think across industries, transcend culture and find universal truths is emerging as the new necessity. Never has there been a more auspicious time for marketing to take a leadership role through these organisation-wide transformations that have top- and bottom-line impacts. These findings provide insights around why marketing needs to evolve as a discipline as well as highlight the inhibiting factors for making this a practical reality. It is hoped that this study will encourage debate concerning what is already known about marketing performance and suggest areas for further research regarding the practical implications for such marketing accountability. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:42:51Z 2010-06-23 2013-09-06T15:42:51Z 2007-04-08 2010-06-23 2010-03-30 Dissertation Hall, N 2006, Investigation of marketing accountability in South African organisations, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23629 > G10/234/ag http://hdl.handle.net/2263/23629 http://upetd.up.ac.za/thesis/available/etd-03302010-143222/ © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Marketing Investigation of marketing accountability in South African organisations |
| title | Investigation of marketing accountability in South African organisations |
| title_full | Investigation of marketing accountability in South African organisations |
| title_fullStr | Investigation of marketing accountability in South African organisations |
| title_full_unstemmed | Investigation of marketing accountability in South African organisations |
| title_short | Investigation of marketing accountability in South African organisations |
| title_sort | investigation of marketing accountability in south african organisations |
| topic | UCTD Marketing |
| url | http://hdl.handle.net/2263/23629 http://upetd.up.ac.za/thesis/available/etd-03302010-143222/ |