Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, Volume 68 (Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004))

Marketing has always suffered of a lack of accountability. The Journal of Marketing (volume 68) discuss about the tools that can be used to measure marketing productivity.

Financial metrics are not sufficient to measure marketing productivity so this leaded to the development of non-financial metrics. In this article, we studied a framework that separates marketing actions from the firm actions.

The firm strategies lead to technical actions that have an impact on the customer. We can then aggregate all the customer measures into the "marketing asset" which enables to have a long-term measure of the marketing productivity.

But in this article, we learn that this model is not perfect and that there are some research to do to improve it:

• strategies and tactics
• brand equity
• customer equity
• market impact
• financial impact
• competition

So there is still a lot of work to do to make this model a tool that can convince everybody that marketing is a very productive solution.

But personally, I was conviced by this article and I think that marketing is an aspect that can't be neglected in a company.