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Marketing accountability refers to the use of metrics to link a firm's marketing actions to financially relevant outcomes and growth over time. This accountability allows marketing to take responsibility for the profit or loss from investments in marketing activities, and to demonstrate the financial contributions of specific marketing programs to the overall financial objectives of the firm, including brand asset value. Return on marketing investment (ROMI), customer acquisition costs, and retention rates are examples of commonly employed marketing accountability metrics.[1]


  1. ^ MASB Board, October 2016.

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