Open Access

Getting Marketing back into the boardroom: The influence of the marketing department in companies today


Cite

Farris, Paul, Neil T. Bendle, Philllip E. Pfeifer, and David J. Reibstein (2006), “Marketing Metrics: Fifty + Metrics Every Marketer Should Know,” Philadelphia, PA: Wharton School Publishing. Search in Google Scholar

Homburg, Christian, John P. Workman and Harald Krohmer (1999), “Marketing‘s Influence within the Firm,” Journal of Marketing, 63 (2), pp. 1 - 17.10.1177/002224299906300201 Search in Google Scholar

McGovern, Gail J., David Court, John A. Quelch, and Blair Crawford (2004), “Bringing Customers Back into the Boardroom,” Harvard Business Review, 82 (11), pp. 70 - 80. Search in Google Scholar

Verhoef, Peter C. and Peter S.H. Leeflang (2009), “Understanding Marketing Department’s Influence within the Firm,” Journal of Marketing, 73 (2), pp. 14 - 37.10.1509/jmkg.73.2.14 Search in Google Scholar

Verhoef, Peter C., Peter S. H. Leeflang, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, and John Saunders (2009), “A Cross-national Investigation into the Marketing Department’s Influence within the Firm,” MSI Working Paper (09 - 117), Marketing Science Institute, Boston. Search in Google Scholar