Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
refers to the use of
to link a firm's
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
are examples of commonly employed marketing accountability metrics.
MASB Board, October 2016.
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"